综合门户网站里约奥运会“微传播”的现状与发展研究
发布时间：2018-07-17 15:16
【摘要】：21世纪是技术革新的时代,新技术改变了人类生活的方方面面,尤其在媒体传播层面,新媒体的移动化趋势日益明显。同时,以2G、3G、4G网络的更替以及智能手机的更新换代为节点,“微传播”这种新型传播方式横空出世,仅仅几年时间便席卷全球数亿用户,且呈现持续稳定上升的态势。作为一种新的传播形式,微传播在体育新闻传播领域同样展现出强大的生命力,催发了体育传播领域众多的微现象和微效应。本文以我国综合门户网站里约奥运会期间的“微传播”活动为研究对象,采用文献资料法、内容分析法、比较分析法这三种主要研究方法,探究现阶段我国综合门户网站在奥运“微传播”过程中呈现出的特点、发展困境及解决方案,以期为未来其它大型体育赛事“微传播”的发展提供借鉴。研究认为,目前我国综合门户网站在奥运“微传播”活动中呈现出以下特点:传播主体方面,内容中有相当大的一部分是由用户生成,在“微传播”时代人人都是传者;传播内容方面,用户开始自立门户进行传播,传播活动呈现去中心化特点;传播形式方面,新型传播形式出现,特色板块革新,创意H5风靡;用户体验方面,用户间分享互动频繁,裂变式传播明显;传播效果上,链式传播扩大了传播影响,娱乐新闻关注度较其它新闻更高。同时,研究还发现,现阶段我国综合门户网站在“微传播”活动中存在的几点问题:传播主体局限,不利于共享微传播红利;传播内容过度娱乐化,已经偏离了赛事服务正轨;个性化定制及垂直浏览模式窄化用户视阈;版权困窘及硬件技术阻滞微传播发展,等等。针对未来我国综合门户网站体育赛事“微传播”实践活动的发展,研究建议:在传播主体上,实现整合营销与传播活动合作共赢;传播内容上,应重提新闻专业主义纠正过度娱乐化;用户体验上,增强内容互动与整合,拓宽用户视野;传播环境上,应依靠新技术不断更迭,逐渐优化升级用户体验。
[Abstract]:The 21st century is the era of technological innovation, new technology has changed all aspects of human life, especially in the media communication, the trend of new media mobility is becoming increasingly obvious. At the same time, with the replacement of 2G / 3GN 4G network and the upgrading of smart phone, "microcommunication", a new mode of communication, has been emerging in a few years, sweeping hundreds of millions of users around the world, and showing a trend of steady and steady rise. As a new form of communication, micro-communication also shows strong vitality in the field of sports news communication, prompting numerous micro-phenomena and micro-effects in the field of sports communication. This paper takes the "microcommunication" activity during the Rio Olympic Games as the research object, adopts the literature method, the content analysis method, the comparative analysis method these three main research methods. This paper probes into the characteristics, difficulties and solutions of the comprehensive portal websites in the process of "microcommunication" in the Olympic Games at the present stage, in order to provide reference for the development of "micro-communication" in other large-scale sports events in the future. At present, the author thinks that the comprehensive portal of our country has the following characteristics in the Olympic "microcommunication" activities: in the main body of communication, a considerable part of the content is generated by the user, and everyone is the communicator in the era of "microcommunication"; In the aspect of communication content, the user starts to set up his own portal for communication, and the communication activities show the characteristics of decentralization; the form of communication, the emergence of new forms of communication, the innovation of characteristic plates, the popularity of creative H5; the aspect of user experience, Users share frequently, fission communication is obvious; in communication effect, chain communication expands the influence of communication, entertainment news attention is higher than other news. At the same time, the study also finds that there are several problems existing in the activities of "microcommunication" in our country's integrated portal at present: the limitation of communication subject is not conducive to sharing micro-communication dividend, the excessive entertainment of communication content has deviated from the track of event service; Personalized customization and vertical viewing mode narrow user view; copyright constraints and hardware technology block the development of microcommunication, and so on. In view of the future development of the "microcommunication" practice of sports events on our country's comprehensive portal website, the research suggests that: on the subject of communication, the cooperation between integrated marketing and communication activities can be realized altogether, and the content of communication should be improved. It should be mentioned again that journalism professionalism should correct excessive entertainment; in user experience, the interaction and integration of content should be enhanced, and user vision should be broadened; in the communication environment, new technologies should be relied on to constantly change and gradually optimize and upgrade user experience.
【学位授予单位】：沈阳体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;G811.21
本文编号：2130070
[Abstract]:The 21st century is the era of technological innovation, new technology has changed all aspects of human life, especially in the media communication, the trend of new media mobility is becoming increasingly obvious. At the same time, with the replacement of 2G / 3GN 4G network and the upgrading of smart phone, "microcommunication", a new mode of communication, has been emerging in a few years, sweeping hundreds of millions of users around the world, and showing a trend of steady and steady rise. As a new form of communication, micro-communication also shows strong vitality in the field of sports news communication, prompting numerous micro-phenomena and micro-effects in the field of sports communication. This paper takes the "microcommunication" activity during the Rio Olympic Games as the research object, adopts the literature method, the content analysis method, the comparative analysis method these three main research methods. This paper probes into the characteristics, difficulties and solutions of the comprehensive portal websites in the process of "microcommunication" in the Olympic Games at the present stage, in order to provide reference for the development of "micro-communication" in other large-scale sports events in the future. At present, the author thinks that the comprehensive portal of our country has the following characteristics in the Olympic "microcommunication" activities: in the main body of communication, a considerable part of the content is generated by the user, and everyone is the communicator in the era of "microcommunication"; In the aspect of communication content, the user starts to set up his own portal for communication, and the communication activities show the characteristics of decentralization; the form of communication, the emergence of new forms of communication, the innovation of characteristic plates, the popularity of creative H5; the aspect of user experience, Users share frequently, fission communication is obvious; in communication effect, chain communication expands the influence of communication, entertainment news attention is higher than other news. At the same time, the study also finds that there are several problems existing in the activities of "microcommunication" in our country's integrated portal at present: the limitation of communication subject is not conducive to sharing micro-communication dividend, the excessive entertainment of communication content has deviated from the track of event service; Personalized customization and vertical viewing mode narrow user view; copyright constraints and hardware technology block the development of microcommunication, and so on. In view of the future development of the "microcommunication" practice of sports events on our country's comprehensive portal website, the research suggests that: on the subject of communication, the cooperation between integrated marketing and communication activities can be realized altogether, and the content of communication should be improved. It should be mentioned again that journalism professionalism should correct excessive entertainment; in user experience, the interaction and integration of content should be enhanced, and user vision should be broadened; in the communication environment, new technologies should be relied on to constantly change and gradually optimize and upgrade user experience.
【学位授予单位】：沈阳体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;G811.21
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