多维视野中体育赛事传播受众的取向研究

Orientation Research On Broadcasting Audience Of Sports Competition From Multi-Perspective

体育赛事传播受众在认识上经历了种种变迁:作为靶子的受众、作为差异性个体的受众、作为社会类别的受众、作为社会关系的受众、作为使用者与消费者的受众、作为商品的受众,等等。文章认为当前体育赛事传播受众突显出两种取向:从强调受众的被动性到强调受众的主动、从关注受众的社会因素到关注受众的文化因素。

In the research of broadcasting, people＇ s concept of audiences is experiencing variety vision changes. At present, sports competition audience highlighted two orientation：from stress that the passive to the initiative; from concern the social dimension the audience to cultural factors.