新中国成立以来我国体育传媒业发展研究  

Research on the Development of China’s Sports Media Industry Since the Founding of New China

作　　者：张凤彪[1] 颜海玉 刘亚云[1] ZHANG Fengbiao;YAN Haiyu;LIU Yayun(College of Physical Education,Hunan University of Technology,Zhuzhou Hunan 412007,China)

机构地区：[1]湖南工业大学体育学院,湖南株洲412007

出　　处：《湖南工业大学学报（社会科学版）》2020年第2期108-115,共8页Journal of Hunan University of Technology(Social Science Edition)

基　　金：国家社会科学基金资助项目“体育赛事转播权垄断问题与机制创新研究”(18BTY024)。

摘　　要：对新中国成立以来我国体育传媒的发展演变、存在问题及影响因素进行剖析,旨在探索我国体育传媒在新媒体视角下的发展路径。研究结果表明:我国新媒体发展引发的信息轰炸与新经济时期稀缺的受众注意力资源之间存在矛盾,新技术要求的互联网环境与单一的体育传媒人才市场之间存在矛盾,体育报道内容的娱乐性与真实性、单一性与全面性、竞技性与人文性之间也存在矛盾。由此提出我国体育传媒的发展路径:受众注意力路径,即体育传媒工作者遵循受众喜好,在激烈的市场竞争中抢占先机;人才培养路径,即加大体育传媒人才的培养力度,培养符合新时期需求的复合型人才;内容为王路径,即通过高质量、权威、全面的报道维系原有受众群体,并不断吸引新的受众群体;媒介融合路径,即体育传媒需把握新媒体背景下媒介融合的大趋势,各传播媒介之间报道内容相互整合、资源共享,实现共同发展。This paper analyzes the development evolution, existing problems and influencing factors of China’s sports media since the founding of the People’s Republic of China, aiming to explore the development path of China’s sports media from the perspective of new media. The research results show that: contradiction exists between the information bombardment caused by the development of new media and the scarce attention resources of audiences in the new economic era, between the Internet environment required by the latest technology and China’s single sports media talent market, and contradiction also exists between the entertainment and authenticity of sports reports, between the oneness and comprehensiveness, and between the competitiveness and humanity.This paper therefore puts forward the development path of sports media in China: the audience-oriented path, namely the sports media workers follow the preferences of the audience and seize the initiative in the fierce market competition;taking talent cultivation as the path, strengthen the training of sports and media talents, and cultivate interdisciplinary talents meeting the needs of the new era;maintain the original audience through high-quality, authoritative and comprehensive reports and continuously attract new audiences by taking content as the king;with media convergence as the path, sports media should grasp the general trend of media convergence under the background of new media, and integrate reporting contents and share resources among various media to achieve common development.

关 键 词：体育传媒 新媒体 受众注意力 媒介融合 

分 类 号：G80-056[文化科学—运动人体科学]