需求满足与商业创新:互联网时代体育传播的人性化趋势  

Demands Satisfaction and Commercial Innovation:Anthro-potropic of Sports Communication in Internet Era

作　　者：付晓静[1,2] 徐千禧 张德胜[1] FU Xiaojing;XU Qianxi;ZHANG Desheng(School of Journalism and Communication,Wuhan Sports Univ.,Wuhan 430079,China;Center for Sports Social Science Research of the State General Administration of Sport,Wuhan Sports Univ.,Wuhan 430079,China)

机构地区：[1]武汉体育学院新闻传播学院,湖北武汉430079 [2]武汉体育学院国家体育总局体育社会科学研究中心,湖北武汉430079

出　　处：《武汉体育学院学报》2024年第12期23-30,共8页Journal of Wuhan Sports University

基　　金：国家社会科学基金项目(22BTY097);国家社会科学基金重大项目(21&ZD345)。

摘　　要：媒介技术的进步改变了体育传播的发展逻辑和演进路径,结合保罗·莱文森提出的人性化趋势理论,提出体育传播的发展是为了满足体育用户的观赏需求、体验需求、健康需求和交流需求。人性化趋势下,体育传播中的商业逻辑也不断创新,走向深度数字化的直面消费者(DTC)模式,构建“内容服务社交”三位一体的“互联网+”体育平台,连接微力量激发边缘创新,借助算法深度开发体育迷需求,最终在社会关系层面和技术物质层面连接“体育与人”。The progress of media technology has subverted the development logic and evolution path of sports communication.Based on the anthro-potropic theories by Paul Levinson,this paper argues that the relevant development of technology is to respond to the human needs and to meet the trend of humanization.New technologies,especially artificial intelligence technology,further meet the users’needs for viewing,experience,health and communication.Under the trend of anthro-potropic,the business logic in sports communication is innovating,moving towards the directto-consumer(DTC)model,building an“Internet+”sports platform integrating content,service and socialization functions,connecting micro-power to stimulate marginal innovation,and algorithms to deeply develop the needs of the sports fans so as to connect sport and the human beings at the socio-relational level and the technical-material level.

关 键 词：体育传播 人性化趋势 需求满足 商业逻辑 体育与人 

分 类 号：G80-05[文化科学—运动人体科学]