对2006年足球世界杯媒体竞争的反思

A review of the competition between media in World Cup Soccer Games 2006

德国2006年足球世界杯比赛既是高水平的足球竞技,也是传统媒体和新兴媒体争相瓜分的大蛋糕。在这场竞争中,新兴媒体以其技术优势抢占先机,传统媒体面对竞争和压力迎难而上。在竞争中暴露出一些问题:如媒体降低品味,丧失导向意识;投入不计风险,造成资源浪费;不择手段,恶性竞争。体育传媒发展应加强舆论导向,强化职业道德教育;竞争加合作以实现多赢;加强专业人才培养。

The World Cup Soccer Games held in Germany in 2006 is not only a high level soccer competition field, but also a big cake which the traditional media and emerging media competed to have a piece of. In such a competition, the emerging media seized the upper hand based on its technologleal advantages, while the traditional media was struggling to overcome diffieuhies in the competition it faced under pressure. The following problems showed up in the competition： The media degraded its taste, lost its awareness of guidance, neglected the risks in investment, caused the waste of resources, and ran into a malignant competition without considering whether the means it employed for competition is appropriate or not. In the development of sports media, its function to guide public opinions should be strengthened, and the education of professional ethics should be intensified. Only competition plus cooperation can bring favorable results to all parties, and only strengthening the cultivation of professionals is the ultimate way to the development of sports media.