大型体育赛事短视频传播研究——以2022年卡塔尔世界杯为例  

Short Video Communication of Large Sporting Events:Taking the 2022 Qatar World Cup as an Example

作　　者：傅新宇[1] 于红妍[2] 孟泽 FU Xin-yu;YU Hong-yan;MENG Ze(Department of Public Sports,Taizhou University,Taizhou 225300,China;Department of Physical Education,Shanghai Jiaotong University,Shanghai 200240,China)

机构地区：[1]泰州学院公共体育部,江苏泰州225300 [2]上海交通大学体育系,上海200240

出　　处：《体育文化导刊》2023年第10期14-20,共7页Sports Culture Guide

基　　金：江苏省高校哲学社会科学研究项目(2020SJA2137)。

摘　　要：运用文献资料、案例分析等方法,以2022年卡塔尔世界杯为例,分析大型体育赛事短视频传播的现状、价值与短板,并提出传播路径。价值:吸引人群关注的主流渠道,催生商业价值的重要途径,传播文化内涵的必备手段。短板:题材缺乏创新,传播内容雷同;视听效果欠佳,传播热度不足;缺少专业平台,运营能力较弱;缺乏版权意识,侵权现象严重。传播路径:开发多元题材,丰富传播内容;优化视听效果,提升传播热度;增加平台功能,强化运营能力;完善监管体制,增强版权意识。By using the methods of literature review and case analysis,this paper took the 2022 Qatar World Cup as an example to analyze the status quo,value and shortcomings of short video communication of large sporting events,and put forward the communication path.Value:It is a mainstream channel to attract people's attention,an important way to promote commercial value,and an essential means to spread cultural connotation.Shortcoming:The subject matter lacks innovation and the communication content is similar.The audio-visual effect is poor and the transmission heat is insufficient.It lacks a professional platform and has weak operational capacity.It lacks copyright awareness and has a serious infringement phenomenon.Communication path:We should develop multiple themes to enrich the communication content,optimize the audio-visual effect to increase the transmission heat,increase platform functions to strengthen operational capabilities,and improve the supervision system to enhance copyright awareness.

关 键 词：大型体育赛事 体育传播 体育短视频 卡塔尔世界杯 

分 类 号：G808.2[文化科学—体育训练] G206[文化科学—运动人体科学]