2008年北京奥运会手机媒体传播特点研究——以《奥运手机报》为例

Spread Features of the 2008 Beijing Olympic Games Reported by Mobile Phones Media:Taking Olympic Mobile Newspaper as Example

对手机报的概念、类型及发展历史进行了阐释,并抽样选取了手机媒体的代表——中国移动《奥运手机报》2008年8月8日至8月24日新闻早报及新闻晚报共20期(平均30KB/每期)的报道内容,运用内容分析法从传播学角度进行研究,得出其报道的优势特点是:内容丰富且精炼、高度的便携性及较强的互动性;分析其存在的问题:内容同质化、受众狭窄及技术的瓶颈;最后提出了促进手机报更好地报道体育赛事的对策和建议:打造引人入胜的内容、创建稳定的技术和平台、契合无线通信业务增值的行销方式。

This paper interprets the concept, type and history development of mobile newspaper, and selects the report content of Morning News and Evening News of 20 issues （an average of 30KB / each issue）from 2008 August 8th to August 24th of mobile media representatives i. e. China Mobile＇s Olympic mobile newspaper as samples. It takes the method of content analysis from the perspective of Communication Studies and studies the advantages of its features. The results show that the Olympic Mobile Newspaper has a rich and refined content, highly portable and strong interaction; The problems lie in the homogenization of contents, a narrow and technical bottlenecks in the audience; Finally,it puts forward the counter-measures and recommendations which can promote sports events report： to create compelling content,to build a stable technology and channels, and to correspond to the marketing mode of wireless value-added.