大数据时代体育赛事媒体传播效果评估:实践需求与理论模式  

Evaluation of Sports Events Media Communication Effects in the Era of Big Data:Practical Needs and Theoretical Models

作　　者：商晨迪 张业安[1] SHANG Chendi;ZHANG Yean(School of Media and Arts,Shanghai University of Sport,Shanghai 200438,China)

机构地区：[1]上海体育学院传媒与艺术学院,上海200438

出　　处：《体育科研》2021年第3期19-25,36,共8页Sport Science Research

基　　金：上海市哲学社会科学规划课题(2019BTY001)。

摘　　要：大数据具有的数据规模庞大、传播速度快、形态多样等特征,为体育赛事的传播提供了更多元化的平台与方式,电视、网络、社交媒体等不同媒体形态也因此呈现出不同的传播特征,传统的媒体赛事传播效果评估模式已经无法适用于大数据时代的体育赛事媒体传播效果的评估实践。大数据时代不同媒体形态的体育赛事媒体传播效果评估需求发生变化,电视媒体需兼顾受众与内容效果的双重监测,网络媒体需要对用户、内容、平台三维效果的综合评估,社交媒体需反映媒体与用户、社会的双重关系,融合媒体需评估以传播力为主导的多媒体形态传播效果。据此构建不同形态媒体体育赛事传播效果评估的主要指标及其测量方法,形成大数据时代体育赛事媒体传播效果评估模式,优化体育赛事媒体传播效果。Big data,with its huge scale,fast spread speed and various forms,provide more diversified platforms and methods for the communication of sports events,and different media forms,such as TV,internet and social media,show different communication characteristics,therefore the evaluation model of the traditional media sports events communication effects is no longer applicable to the evaluation of the sports events media communication effect in the era of big data.The needs for evaluating sports events media communication effects with different media forms have changed in the era of big data.TV media needs to take into account the dual monitoring of audience and content effects.Network media needs comprehensive evaluation of the three-dimensional effects of users,contents,and platforms.Social media needs to reflect the dual relationship between media and users and society.Converged media needs to evaluate the communication effect of multimedia forms that are dominated by communication power.Therefore the study formulates the main indicators and measurement methods for evaluating the communication effects of sports events in different forms of media,and develops an evaluation model for sports events media communication effects in the big data era,which will promote the optimization of the media communication effect of sports events.

关 键 词：大数据 体育赛事 媒体 传播效果 评估实践 评估模式 

分 类 号：G80-05[文化科学—运动人体科学]