德国电视媒体促进德国足球发展的举措及其启示  

Measures taken by German TV media to boost German football development and inspirations therefrom

作　　者：马阳[1] 

机构地区：[1]上海体育学院体育人文学院,上海200438

出　　处：《体育学刊》2012年第6期74-78,共5页Journal of Physical Education

摘　　要：旨在探究德国电视媒体促进德国足球发展的基础以及具体表现形式,为中国电视媒体更好、更快推动中国足球发展提供参考。研究认为:德国兼具"双轨制"和"独立性"特征的电视制度,为电视媒体促进足球发展提供了制度保障;德国公法、私营电视二者工作的核心目标使得德国电视媒体与足球的"联姻"成为一种必然;德国电视机构支付的转播费用可维护其足协独立性,并为德甲低票价、高上座率提供可能;电视媒体在监督德国足球发展的同时,以为民众提供真实、可靠的足球信息为己任。建议:适当引入良性竞争机制,从而提升职业联赛电视转播费用与宣传力度,以及民众获得足球信息的真实度;需要适度公开节目制作过程以及向公众解释节目的相关政策,培养"批判型受众";需强化社会责任意识,以民众为本,保证传播信息的真实、可靠。The purpose of this paper is to probe into measures taken by German TV media to boost German football development and their specific forms of expression, so as to provide a reference for Chinese TV media to boost Chinese football development in a better and quicker way. Through his study the author put forward the following opinions： In Germany, the TV system characterized with ＂twin system＂ and ＂intendancy＂ provided system assurance for TV media to boost football development; the core objectives of operation of public and private TVs in Germany made the ＂marriage＂ between German TV media and football become inevitable; broadcasting fees paid by the German TV organization maintained the independency of the football association, and provided a possibility for low ticket prices and high audience attendance rates in German Bundesliga; TV media considered it as their own responsibility to provide real and reliable football information for the public while monitoring German football development. The author offered the following suggestions： appropriately introduce a benign competition mechanism, so as to boost professional league TV broadcasting fees and promotion, and the realness of football information obtained by the public; moderately open program making processes and explain program related policies to the public, cultivate ＂critical audience＂; enhance the awareness of social responsibility, enhance the realness and reliability of communicated information based on the interest of the public.

关 键 词：体育社会学 电视媒体 足球 德国 

分 类 号：G80-05[文化科学—运动人体科学]