全媒体时代下群众体育赛事传播力的提升策略研究——以马拉松赛事为例  

Research on the Promotion Strategy of Mass Sports Events Communication Power in the All-Media Era--Take the Marathon as an Example

作　　者：何思远 范运祥[1] HE Siyuan;FAN Yunxiang(Hunan Normal University,Changsha Hunan 410081,China)

机构地区：[1]湖南师范大学,湖南长沙410081

出　　处：《冰雪体育创新研究》2024年第23期181-184,共4页Research on innovation of ice snow sports

摘　　要：随着群众体育赛事热度的不断提升,媒体对于群众体育赛事传播需求的日益增长,如何有效提升群众体育赛事的传播力已然成为国内体育赛事媒体所研究探讨的重要课题。该文深度剖析了群众体育赛事传播力的影响因素,认为媒体参与度不足、赛事同质化严重以及西方文化的差异是制约国内群众体育赛事传播力发展的主要因素。为此,该文提出增加体育赛事数量、打造多元化比赛以及开展因地制宜的体育赛事作为重要的解决方案。在当前中国大力推动群众体育赛事发展、致力于建设体育强国的战略方针下,提升赛事质量、促进多元媒体协同传播、创造符合地方特色的体育赛事内容,是提升国内体育赛事传播力的关键举措。With the increasing popularity of mass sports events,the media demand for mass sports events is increasing day by day.How to effectively improve the communication power of mass sports events has become an important topic studied and discussed by domestic sports events media.This paper deeply analyzes the influencing factors of mass sports events' communication power,and holds that the lack of media participation,the serious homogenization of events and the differences between western cultures are the main factors restricting the development of mass sports events' communication power in China.Therefore,this paper puts forward increasing the number of sports events,creating diversified competitions and developing sports events according to local conditions as important solutions.Under the current strategic policy that China vigorously promotes the development of mass sports events and is committed to building a sports power,improving the quality of sports events,promoting the coordinated communication of multi-media and creating sports events content that conforms to local characteristics are the key measures to enhance the communication power of domestic sports events.

关 键 词：全媒体 传播力 群众体育赛事 策略研究 

分 类 号：G822.8[文化科学—体育训练]