拓荒·辉煌·转型:媒介生态学视野下的《足球》报发展阶段分析  

Analysis of Development Stages of “Soccer News”: a media ecology perspective

作　　者：薛文婷[1] 吕莎[1] 李倩雯[1] 

机构地区：[1]北京体育大学,北京100084

出　　处：《北京体育大学学报》2014年第2期26-32,共7页Journal of Beijing Sport University

基　　金：2010年度全国优秀博士学位论文作者专项资金资助项目"新中国体育新闻传播史"(项目批准号:201113);2012年国家社科基金项目"中国体育新闻传播史"(项目批准号:12BTY041)

摘　　要：以媒介生态学为理论依据,运用文献资料法、文本分析法对我国创办时间最长、发行量和影响力最大的足球专业报纸《足球》报进行阶段分析,旨在通过揭示《足球》报和生态环境之间的互动关系,探寻体育专业媒体生存和发展的途径、根源。研究发现:自1980年正式创刊以来,《足球》报经历了拓荒与成功(1980—1992)、竞争与辉煌(1992—2002)、低迷与转型(2002至今)3个发展阶段,而影响其兴衰成败的既有政治、经济、文化等宏观生态环境,媒介格局、行业关系等中观生态环境,也有传者队伍、内容定位、受众心理等微观生态坏境。表明,作为一份拥有30余年历史的足球专业报刊,《足球》报惟有审时度势,根据媒介生态的变化制定稳健的发展策略,方能在激烈、残酷的媒体竞争中保持生机和活力。运用媒介生态理论,用整体思维,对人(传者、受众)、媒介(《足球》报)和社会(政治、经济、文化、科技)进行系统的观察和分析,在方法论和研究视野上具有借鉴意义。Based on media ecology perspective and literature review method,this paper analyzed developmental stages of'Soccer News',which is the oldest,largest circulation and most extensive professional football newspaper in China,for the purpose of reveal interactive relationship between'Soccer News'and living environment to find a survive and develop way for sports professional media. This study showed that 'Soccer News'had pioneering and successful( 1980—1992),competition and resplendency( 1992—2002) and downturn and transition( 2002 to present) three development stages after it was officially published in 1980. The influence factors included ecological environment factors,such as medium politic,economy,culture,living environment,media framework,industry relationship,and also some micro-ecological environment included broadcasting team,targeting content and receiver's mentality. Conclusion: As a 30 years history soccer professional newspaper,'Soccer News'has to study and weigh the media ecology to frame stable develop strategy that will make it maintain vital force in intense competition. Using the theory of media-ecology to analysis receptors( editors and audience),media( 'Soccer News') and society( politics,economy,culture,science and technology) systematically,this paper has model significance in methodology and perspective.

关 键 词：媒介生态 《足球》报 生存环境 发展阶段 拓荒 辉煌 转型 

分 类 号：G219.2[文化科学—新闻学]