新媒体传播模式对体育赛事影响力的重构——以2014巴西世界杯为例

On Analyzing the Reconstruction of Influence of Big Sports Events in New Media Environment——Taking the 2014 World Cup in Brazil as an Example

为了探索大型体育赛事的影响力在新媒体语境中的变化,对巴西世界杯赛事在各新媒体平台上的传播进行现象和影响力分析。结果表明:新媒体通过网络平台把体育赛事变成了社交生活的重要内容,改变了社会运营的逻辑结构;新媒体的去中介化、去专业化,开放性、融合性等特点强有力地推动了专业型体育赛事向全民普及。建议新媒体要充分发挥自己的优势,在体育传播方式的重构中抓住先机,探寻新媒体传播的内在规律和相关影响。

Purpose of the research ： To explore the influence of big sports events in the new media environment. Method of the research： Analysis on the phenomenon and influence about the World Cup Brazil on the new media platforms. Research re- sults： Through the 2014 world cup in Brazil, sports competition is not only an event for the group of professional fans, but also a feast for the whole people. One significant reason that is accountable for this phenomenon is the appearance and development of new media communication, whose characteristics include ＂de-intermediary＂, ＂de-professional＂,＂ open＂ and ＂integrated＂, turning the event into an important part of our social lives. As a burgeoning mode of transmission, new media should exploit its advantages to the full and explore the inherent law of modem communication in order to drive the development of itself and sports event.