大数据时代的体育传播:特征、主体定位与发展方向  

Sports Communication in Age of Big Data:Features,Body Positioning and Development Direction

作　　者：丁响[1] 高丽华[1] 赵波[2] 

机构地区：[1]上海海事大学体育部,上海201306 [2]武警政治学院军事安全保卫系,上海200070

出　　处：《沈阳体育学院学报》2014年第5期39-44,共6页Journal of Shenyang Sport University

摘　　要：大数据时代的体育传播的特征为体育传播平台与通道选择的"多元化"、传播者与受众界限的"模糊化"、传播内容呈现方式的"碎片化"。以伦敦奥运会传播为例,对大数据时代体育传播生态主体的定位进行分析发现:电视媒体体育传播的"霸主"地位仍难撼动;广播媒体体育传播拥有时空相对固定的受众;通讯社和平面媒体体育传播的"信源"地位与深度报道特色凸显;网络成为体育信息的重要传播渠道和互动平台;自媒体与移动媒体成为新技术条件下的全新体育传播模式。大数据时代体育传播的发展方向为:体育传播者应增强信息分析与解读能力,有效呈现数据;受众应提升自身媒介素养,理性选择数据;媒体应打造跨媒体整合传播模式,高效集成数据;政府及相关组织应提供政策与制度保障,履行监管职能。Based on the background of big data, this article analyses the features of sports communication. It argues that in the era of big data sports communication platform and channel are diversity, communicator and audience＇ s boundaries are fuzzy, and thecontent of the presentation is fragmentation. It takes London Olympics as an example to locate the bodies of sports communication in the age of big data. It finds that television media＇ s hegemony status is still hard to shake; broadcast media has a relatively temporal fixed audience; agencies and print media have the source position and their in-depth reports are highlighted;networking has become an important platform for sportscommunication and information interaction; the new media and mobile media sports communication become a new mode under the new technical conditions. The development direction of sports communication in the age of big data is that sports communicators should enhance the ability of information analysis and interpretation and make an effective presentation of data;audience should improve their media literacy to rationally choose data;media should create a cross-media integration communication mode to efficiently integrate data ;government and relevant organizations should provide policy and system security to perform their regulatory functions.

关 键 词：大数据时代 体育传播 传播特征 传播内容 主体定位 整合传播 

分 类 号：G80-056[文化科学—运动人体科学]