融媒体场景下设计赋能电竞媒体传播策略探究  

Exploration of Design Empowering E-sports Media Communication Strategies in Media Convergence Scenarios

作　　者：章玉铭 许桂苹 吴翔[1] ZHANG Yuming;XU Guiping;WU Xiang

机构地区：[1]东华大学,上海200051 [2]上海工程技术大学,上海201620

出　　处：《上海视觉》2025年第1期84-92,共9页Shanghai Vision

基　　金：国家社科基金重大项目“设计形态学研究——主观审美与客观量化结合的设计形态学评价机制研究”(编号:17ZDA020)。

摘　　要：电子竞技项目在全球目前普遍面临媒体传播与社会影响力低的问题。本文基于当前融媒体场景,结合传播学理论,合理设置问卷并广泛收集数据,经因子分析及结构方程验证,得出设计赋能融媒体场景下电子竞技传播的策略模型,首次以设计学与传播学的跨学科视角,研究了设计在电子竞技媒体传播中的作用和价值。本文中所得出的电竞传播效果设计策略模型,不仅提炼出设计在电子竞技媒体传播中的聚焦重点并进行了验证,同时对电竞城市品牌力的设计方向提供了有效参考,从而开拓了电竞产业与城市品牌间双向赋能的更多可能。E-sports currently face widespread challenges in media communication and social influence globally.Based on the current convergent media landscape and communication theory,this study employs questionnaire design and extensive data collection,factor analysis,and structural equation modelling to develop a strategic model for design-driven e-sports communication in convergent media scenarios.This research pioneers an interdisciplinary perspective combining design studies and communication studies to examine the role and value of design in e-sports media communication.The resulting model for e-sports communication effectiveness identifies and validates key design foci in e-sports media communication and provides a practical reference for designing city brands that incorporate e-sports,thus expanding possibilities for mutual empowerment between the industry and urban brand identity.

关 键 词：电子竞技游戏 融媒体场景 设计赋能 策略模型 传播策略 

分 类 号：G206[文化科学—传播学]