牛牛游戏厅安卓,{原始关键词}

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                              现阶段我国冬奥会内容传播困境与对策

                              时间:2020-04-24 12:56作者:赵雅丽
                              本文导读:这是一篇关于现阶段我国冬奥会内容传播困境与对策的文章,北京冬奥会是我国重要历史节点的重大标志性活动,是开展大国外交、促进世界和平的重要舞台,也是促进国人加强健身强体意识、积极参与冰雪运动的重要契机。

                                摘    要: 冬季奥林匹克运动会是世界上规模最大的冬季综合性运动会,在世界范围内有着重要的影响。我国自2015年申冬奥成功以来,逐渐开始重视冬季冰雪运动在国内的宣传推广。2017年2月,习近平总书记在北京考察时着重指出要着眼于北京冬奥会的筹办工作,精彩非凡卓越筹办好2022年冬奥会,努力开创首都发展更加美好的明天。但由于我国的地理环境与社会文化环境等因素的影响,我国形成了冰雪运动基础薄弱、区域发展不平衡、冬季项目竞赛水平不高、冬奥会与冰雪运动信息接触意愿较低、参与度低等现状。因此,研究我国冬奥会传播策略,具有重大意义。本文从大学生对北京冬奥会内容的媒介接触行为角度入手,试图分析在我国对冰雪运动大力推广的背景之下,受众的媒介接触现状与评价,以期发现传播与接收过程中存在的问题并提出改进对策和建议。

                                关键词:牛牛游戏厅安卓,{原始关键词} 冬奥会; 媒介接触; 传播策略;

                                一、引言

                                BEIJINGDONGAOHUISHIWOGUOZHONGYAOLISHIJIEDIANDEZHONGDABIAOZHIXINGHUODONG,SHIKAIZHANDAGUOWAIJIAO、CUJINSHIJIEHEPINGDEZHONGYAOWUTAI,YESHICUJINGUORENJIAQIANGJIANSHENQIANGTIYISHI、JIJICANYUBINGXUEYUNDONGDEZHONGYAOQIJI。ZAICIBEIJINGXIA,TANJIURUHEJIAQIANGBEIJINGDONGAOHUIDECHUANBOYOUWEIZHONGYAO。

                                二、受众媒介接触现状与评价

                                (一)受众媒体接触的频率与偏向性

                              牛牛游戏厅安卓,{原始关键词}   ZAIXINMEITISHIDAI,XINXICHUANBOMOSHIYIJINGYOUCHUANTONGDEDANXIANGCHUANBOZHUJIANZHUANBIANWEIHUDONGCHUANBOMOSHI,CHENGZHANGZAIWANGLUOSHIDAIDE90HOUDAXUESHENG,YOUBEIDONGJIESHOUZHEZHUANBIANWEIDUIMEIJIEZHANGWOZHEJUEDUIDEZHUDONGQUAN。YINCI,DIAOCHAMEIJIEJIECHUDEPINLVKEYIHENHAODIFANYINGQIDUIGELEIMEIJIEDEPIANHAO,CONGERWEITEDINGSHOUZHONGTIGONGYOUZHENDUIXINGDECHUANBOQUDAOYUNEIRONGJIANGHUIGENGHAODITISHENGCHUANBODEXIAOGUO。

                                对于体育爱好者及对冬奥会有些了解的人来说,他们获取信息或参与的主要方式是通过线上线下相结合的方式。对于这一部分人来说,他们会热衷于参加跟冬奥会相关的教育活动及宣传活动等,因此,丰富有趣的线下活动是影响参与度的重要因素。对于普通观众来说,他们获取信息的主要方式是通过社会化媒体。他们对冬奥会及其相关信息的关注度比较低,注意力少,因此,生动的内容与互动是影响其关注度的关键因素。
                               

                              现阶段我国冬奥会内容传播困境与对策
                               

                                (二)受众日均接触冬奥内容的关注度与评价

                              牛牛游戏厅安卓,{原始关键词}   BIZHETONGGUODUIGAOXIAODAXUESHENGJINXINGLEYIXIEDIAOCHAZOUFANG,DIAOCHAQIDUIYUDONGAONEIRONGCHUANBODEGUANZHUCHENGDUHEMEIJIEPINGJIALAIFANYINGQIDUIDONGAONEIRONGCHUANBOXIAOGUODEZONGTIPINGJIA。JUEDADUOSHURENOUERGUANZHUHUOZHEBUGUANZHUDONGAONEIRONG,BINGQIEJIESHOUXINXIDESHIZHANGDADUOJIZHONGZAI15FENZHONGYIXIA,JINSHAOLIANGBIAOSHIFEICHANGGUANZHU。YINCI,DONGAOHUINEIRONGZAIDAXUESHENGQUNTIZHONGCHUANBOXIAOGUOBUTAIMINGXIAN,ZHUYAOYUANYINJIZHONGZAINEIRONGDANDIAO、SHIXIAOHESHIYONGXINGBUQIANG,KECANYUDUBUGAO、DUISAISHIBUGANXINGQUDENG。

                                (三)体育明星是受访者的主要关注点

                                CONGLIJIEAOYUNHUIDECHUANBOYUBAODIANLAIKAN,DUIYUTIYUMINGXINGDECHUANGXINXINGBAODAOYUXINMEITIYUTAIDECHUANGXINYUNYONG,WANGWANGZAISHEHUIZHONGXIANQIJIGAODEGUANZHUDUYUTAOLUN。LIRU2016NIANLIYUEAOYUNHUIYUNDONGYUANFUYUANHUI,QIZAIJIESHOUCAIFANGSHITUOKOUERCHUDE“HONGHUANGZHILI”ZAISHEHUIZHONGXIANQILETAOLUNDEGAOCHAO。RENMENDEGUANZHUDIANYECONG“WEIJINPAILUN”ZHUANDAOGENGJIAGUANZHUAOYUNHUIXIANGMU、YUNDONGYUANBENSHENYUAOYUNHUIDERENWENJINGSHEN。BIZHERENWEISHOUZHONGDEGUANZHUDIANZHUJIANFANGZAILEAOYUNHUIZHONGYURENYOUGUANDEGUSHIERBUSHIBINGLENGDESHUJUYUGUANFANGDEJIESHAO。YINCI,SHOUZHONGDUIYUHUOQUTIYUMINGXINGDEXIANGGUANZIXUNDEXUQIUJIAODA,CHUANBOZHEHEMEITIYINGGAIGUANZHUDONGAOHUIDERENWENJINGSHEN,JIEHEXINJISHUYUXINYUTAI,BAODAOGENGJIATONGSU、GUSHIXINGQIANG、GANRANXINGQIANGDEXINWENXIAOXI。

                                三、现阶段我国冬奥会内容传播困境

                                (一)传播内容千篇一律影响传播吸引力

                                JIUMUQIANDEDONGAOHUICHUANBONEIRONGERYAN,CUNZAIZHETONGZHIHUA、TICAIXIANGFANG、TONGGAOBIANBUDEXIANXIANG,SHENZHICHAOXIDEQINGKUANGSHIYOUFASHENG。ZHEIBUJINJINSUNHAIZHEMEITIGONGXINLI,YEZAOCHENGLEGONGZHONGZHUYILIDEJIANGDI。MIANDUIZHEIYIWENTI,CHUANBOZHEZHIYOULAOLAOBAWODONGAONEIRONGCHUANBODEZHUTISIXIANG,ZAIJILIEDESHICHANGJINGZHENGZHONGBUDUANCHUANGZAOGEXINGHUA、YOUNEIHAN、YOUZHILIANG、XINXIANYOUQUDEWENZHANG,CAINENGBUDUANXIYINGONGZHONGDEXINGQUHEZHUYILI,YINQISHEHUIDEGUANGFANCHUANBOHETAOLUN,ZUIZHONGQIANGHUACHUANBOXIAOGUO。

                                (二)碎片化传播弱化传播效力

                              牛牛游戏厅安卓,{原始关键词}   XINMEITISHIDAIDUIYUDONGAOHUINEIRONGCHUANBOLAISHUO,JISHIJIYUYOUSHITIAOZHAN。JIYUZAIYUXINMEITIDECHUANBOTEXINGSHIDEDONGAOHUIDENEIRONGCHUANBOXUNSUQIEGUANGFAN,ERZHEITONGSHIYESHIYIGEXINXIBAOZHA、“RENRENDOUSHIJIZHE”DESHIDAI,HAILIANGXINXISHENGCHANHESUIPIANHUACHUANBOCHEDIDIANFULECHUANTONGXINWENCHUANBODEWANZHENGXINGXUSHIMOSHI,SHOUZHONGYEGENGQINGXIANGYUSUIPIANHUAYUEDU。ZAIZHEIYANGDESHIDAIBEIJINGZHIXIA,DONGAOHUIXIANGGUANNEIRONGZAIHAILIANGXINXIDECHONGJIZHIXIAXIANDEWEIHUQIWEI,WEILEGENGJIASHIYINGSUIPIANHUA、FENZHONGHUADETEZHENG,CHUANBOZHEKAISHIZHIZUOGENGDUOGENGGUANGFANDESUIPIANNEIRONG,ZHEIYANGDENEIRONGHENNANJIANGDONGAOHUIDEJINGSHENWENHUANEIHANHEBINGXUEYUNDONGDEZHUANYEJIESHICHANSHICHULAI,YINGXIANGSHOUZHONGDUIDONGAOHUIDEZHENGTIRENZHI,RUOHUALECHUANBOXIAOGUO。

                                (三)专业报道人才的匮乏影响优质内容生产

                              牛牛游戏厅安卓,{原始关键词}   XIANJIEDUAN,DONGAOHUIJIBINGXUEYUNDONGZAIWOGUODEQUNZHONGJICHUBORUO,ZHENZHENGDEXIANGGUANCONGSHIRENYUANGENGSHISHAOZHIYOUSHAO,YINCI,DONGAOHUINEIRONGSHENGCHANDEZHUANYECONGYERENYUANBIJIAOKUIFA。DUIYUZHEIXIANGZHUANYEDEAOYUNHUIBAODAOLAISHUO,GENGXUYAOJINGGUOZHANGQIDEPEIXUNCAINENGZOUDAOYIXIAN,YONGGAOZHILIANGQIEYOUQUDEYUYANJIEDUZHUANYESHUYUFANDUODEDONGAOXIANGMU。RUJINDEZHUANYEBAODAORENSHANGBUNENGMANZUZHUANYEDEDONGAOHUIBAODAODEXUQIU,YINCI,DUIZHUANYETIYUBAODAORENCAIDEPEIYANGPOZAIMEIJIE。

                                四、冬奥会传播的策略探究

                                (一)媒体内容与形式优化策略

                                1.适应不同媒介特征设计传播内容

                                BIZHETONGGUODIAOCHAZOUFANG、SHENDUFANGTANDENGYIXILIEKEXUEDEYANJIUFANGFADUIDONGAOHUIZAIXINMEITISHIDAIDEXINXICHUANBOXIAOGUOJINXINGLEDIAOCHAYANJIUHEFENXI。JIUMUQIANDEQINGKUANGERYAN,CHUANBONEIRONGDANYISHIMUQIANXINXICHUANBOMIANLINDEZHUYAOWENTI。DONGAOHUIXIANGGUANNEIRONGDECHUANBOYINGGAISHIYINGBUTONGMEITIDECHUANBOTEDIANSHEJINEIRONG,LIRUZAIZIMEITINEIRONGSHEJISHANGCHONGFENLIYONGYICHENGSHEZHI、HUDONGXING、SUIPIANHUADEGONGNENGTEDIAN,JIEHEXINSHIDAIDEYUTAISHEJIBAODAOTIYUMINGXING、YULELEITIYUXINWENJITIYUWENHUADENGNEIRONG,WEIRAOZHUTIJINXINGQINGGANDETANTAO,YINQIRENMENDEGONGMING。

                                2.结合媒体定位与受众深入互动

                                XINMEITISHIDAI,CHUANBOZHEYUSHOUZHONGDEHUDONGYOUWEIZHONGYAO。SUIZHESHIDAIDEBIANHUA,SHOUZHONGDEDIWEIYOUYUANLAIDEPIXIAZHUSHEZHUANBIANWEIXINXIDEZHUDONGCHUANBOZHEHESHENGCHANZHE。ZISHANGERXIADECHUANBOFANGSHIYIJINGBUZAISHIYINGZIMEITISHIDAIDEYAOQIU。SHISHIBIAOMING,CHENGWEI“BAOKUAN”DETIYUXINWENBAODAOWANGWANGSHIYUSHOUZHONGHUDONGXINGQIANGDE、TIEJINSHOUZHONG、NENGGOUYINQIGUANGFANTAOLUNDENEIRONG。NAWEIBOLAIJULIZI,WEIBOJUYOUNIMINGXING、SHUANGXIANGCHUANBO、SHISHIXINGDENGTEDIAN,WEIBODEXINXIFABUZHIHOU,SHOUZHONGKEZAIYUEDUZHIHOUSHISHIPINGLUN、ZHUANFA、DIANZAN,ZHEIBUJINZENGQIANGLESHOUZHONGDECANYUDU,YEJIDADIKUOZHANLEBAODAODECHUANBOFANWEI。

                                3.采用新媒体时代的写作方法与语态

                                XINWENBAODAOBUSHIYANGCHUNBAIXUE,GAOGAOZAISHANGDE,XINSHIDAIDEBAODAOYINGGAIJUYOUTONGSUHUA、YUTAIPINGDENGDETEDIAN,BIMIANSHUOJIAOHUADEYUYANFENGGE。CHUANBOZHEYINGGAIYONGYOUXIAODECHUANBOSHOUDUANYUJIQIAO,DAJIANWEIBO、WEIXIN、KEHUDUAN、SHIPINWANGZHANTONGYIGONGZUOPINGTAI,YIPINGLUN、TUJIE、MANPING、BIAOQINGBAO、HUDONGXIAOCHENGXU、VlogDENGFANGSHIJIEDUDONGAOHUIXIANGGUANXINXI,ZAIQIANCIZAOJUSHANGBIMIANZHUANYESHUYU,SHIYONGJUYOUQINHELIDEYUJU。

                                (二)线下活动优化策略

                                1.推动奥林匹克讲座与教育活动

                                JIEHEMUQIANGUOJIAKAIZHANDEBINGXUEYUNDONGJINXIAOYUAN、SHELI700DUOSUODONGAOHUIAOLINPIKEJIAOYUSHIFANXUEXIAODENGXILIEHUODONG,GEFANGYINGGAIJIJIPEIHE,TUIDONGXIANGGUANJIAOYUHUODONGYIFENGFUDUOCAIDEXINGSHIZOUJINDAXUEXIAOYUAN,HUYUGENGDUODAXUESHENGCANYUJINLAI,WEIWOGUODONGJIXIANGMUDEFAZHANJIXUHOUBEILILIANG,CONGERTUIDONGDONGAOHUIJIQIWENHUAZAIWOGUOSHENSHENDIZHAGEN,BINGTUIDONGBINGXUECHANYEDEJINYIBUFAZHAN,NULIDAZAODONGJIXIANGMUTIYUQIANGGUO。

                                2.校企联合推动冰雪体验运动

                                YOUYUWOGUOBINGXUECHANGDIKUIFA,SHEBEIANGGUI,CANYUMENJIANGAODENGYINSU,BINGXUEYUNDONGZAIDAXUESHENGQUNTIZHIZHONGDEKAIZHANCHENGDUJIAORUO。WEILEGAIBIANZHEIYIXIANZHUANG,XIANGGUANBUMENYINGGAIJIJITUIDONGXIAOQILIANHE,XUEXIAOZUZHITUIDONGSHELIBINGXUEYUNDONGXINGQUSHETUAN,HAOZHAOTONGXUEMENCANYUTIYAN;TONGSHIXIANGGUANQIYETIGONGSHEBEIHECHANGDIDEZHICHI,YIBANGZHUDAXUESHENGQUNTIJINXINGQIESHENTIYAN,CONGERTIGAODUIDONGAOYUBINGXUEYUNDONGDEXINGQU。

                                五、小结

                                ZAIWOGUO,DONGAOHUIJIBINGXUEYUNDONGDESHOUGUANZHUCHENGDUBIJIAODI,CANYURENSHUJIAOSHAO。ZAIDIAOCHAZHONG,DAXUESHENGRIJUNJIECHUDONGAOHUIDEXIANGGUANXINXIZONGSHIZHANGJIAODUAN,XINMEITIDENGSHEHUIHUAMEITICHENGWEIHUOQUXINXIDEZHUYAOMEITIXINGSHI,ZHONGDUODAXUESHENGDUITIYUMINGXINGDEXIANGGUANBAODAOBIJIAOGANXINGQU。DANJIUMUQIANDECHUANBOXIANZHUANGERYAN,YINQUEFAZHUANYEDETIYUXINWENRENCAI,DONGAOHUIDEBAODAOTONGZHIHUAYANZHONG,CHUANBOXIAOLIRUO。WEIJIEJUEZHEIYICHUANBOXIANZHUANG,MEITIYINGJIJICAIQUDUOYANGHUADEMEITINEIRONGYUXINGSHI,XIANGGUANBUMENJIJIPEIHE,SHIXIANSHANGXIANXIAHUODONGXIANGJIEHE,BUDUANJIFADAXUESHENGQUNTIDEREQING,TIGAOCANYUDU,CONGERJINYIBUTUIDONGDONGAOHUIJIBINGXUEYUNDONGZAIZHONGGUODECHUANBO。

                                参考文献

                                [1] 于潇,袁磊,关富余.2022年北京-张家口冬奥会新闻传播报道策略研究[J].中国广播电视学刊,2018(07):77-78.
                                [2] 俞鹏飞,王庆军.新媒体时代中国冰雪运动文化传播的机遇、困境及路径[J/OL].体育学刊:1-6[2020-01-22].https://doi-org-443.w.cuc.edu.cn/10.16237/j.cnki.cn44-1404/g8,20191129.003.
                                [3] 陶冶.腾讯体育2014年索契冬奥会传播策略研究[D].北京体育大学,2015.
                              牛牛游戏厅安卓,{原始关键词}   [4] 沈华柱,鞠甲斌,李津.从索契冬奥会看体育赛事政治传播的策略与效果[J].新闻大学,2014(6):39-46.

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