草根体育赛事短视频传播赋能举办城市形象建构研究  

Research on the Image Construction of Host City Enhanced by Short Video Communication of Grassroots Sports Events

作　　者：陈立松 CHEN Lisong(Department of Physical Education,Bengbu University,Bangbu,Anhui 233030,China)

机构地区：[1]蚌埠学院体育教学部,安徽蚌埠233030

出　　处：《衡水学院学报》2024年第4期29-33,共5页Journal of Hengshui University

基　　金：安徽省高校人文社科重点项目(SK2021A0549);蚌埠学院产学研项目(00012800;00012895)。

摘　　要：草根体育赛事是由基层人民自发组织的非主流阶层的体育活动,能有效提升举办城市的知名度与影响力。草根体育赛事短视频传播对举办城市形象的建构具有坚持以受众为先的理念,满足个体层面需求;适应媒介深度融合态势,实现主体互动传播;提升城市形象传播效能,塑造城市形象标志的重要价值。草根体育赛事短视频传播在赋能举办城市形象建构的过程中,除了遵循内外一体化、视频媒介化、内容丰富化、目标多元化的建构原则外,还需加强政府主导城市发展的核心作用,鼓励多方主体参与城市形象建设;深入挖掘城市文化的多维内在价值,提升群众的城市文化认同感;提升短视频的质量和创新性,增强信息传播的影响力与覆盖深度;多元化平台传播渠道共同发力,构建全面深度化的立体传播体系。Grassroots sports events are non-mainstream sports activities spontaneously organized by grassroots people,which can effectively enhance the popularity and influence of the host city.In the image construction of the host city,the short video communication of grassroots sports events adheres to the concept of audience-first to meet the needs of individuals,adapts to the deep integration of media to realize the interactive communication of the main body,and improves the efficiency of urban image communication and endows urban image logo with significant value.In the process of image construction,in addition to following the principles of internal and external integration,video mediatization,content enrichment and goal diversification,it is also necessary to strengthen the core role of the government in leading urban development encouraging multiple subjects to participate in the urban image construction,dig deep into the multi-dimensional inherent value of urban culture to enhance people’sense of urban cultural identity,improve the quality and innovation of short videos to enhance the influence and coverage depth of information dissemination,and make the joint efforts of diversified platform communication channels to build a comprehensive and in-depth three-dimensional communication system.

关 键 词：草根体育赛事 短视频 城市形象 

分 类 号：G806[文化科学—运动人体科学]