国际体育传播理论期刊的办刊特点与比较分析

Running Characteristics and Comparative Analysis of International Theoretical Journals on Sports Communication

选择全球新创办的《国际体育传播杂志》(IJSC)、《体育媒体杂志》(JSM)、《体育传播学刊》(JSC)3种体育学术期刊为研究对象,搜集整理期刊相关信息与数据,从期刊出版、发行、营销、网络传播、编审、办刊方向、栏目设置、刊文范畴等方面进行比较,分析三者的办刊特点和竞争优势。JISC追求期刊运营的全方位、整体性、专业化和国际化,JSM注重期刊定位的高度专业化和虚拟社会影响力,JSC则实行传统的院校行政化学术体制挂帅与期刊商业化推广营销分离,由此形成3种不同的办刊模式,即JISC的国际化(全球)、JSM的区域化(欧美)、JSC的地方化(中国台湾)。提出体育学术期刊各要素/环节的整体发展观,即学术期刊的运营与发展受多种要素/环节的影响,每个要素/环节的弱化都将制约期刊的整体发展,一个行业内优秀的国际化体育学术期刊的创办和成长应致力追求在各个竞争要素/环节的卓越,而不仅仅立足于某个局部,冀望为中国体育学术期刊的发展提供参考。

This paper chooses three newly originated theoretical journals in the world as research objects including the International Journal of Sport Communication （US（2）,Journal of Sports Media （JSM） and Journal of Sport Communication （JSC）,collects and takes order with the related information and data of journals, compares the aspects such as journal publication, issue, marketing, network propaganda, read and edit, running orientation, column setting, article ranges and so on, and analyzes the running characteristics and competitive advantages of the three journals. JISC pursues the full-range, integrity, professionalism and internationalization of journal operation,JSM focuses on highly professionalization of journal orientation and virtual social influence, and JSC is led by traditional administrative academic institutions of colleges and separating from commercialized marketing of journals. Therefore, three different running modes are formed, i. e. JISC ＇ s internationalization （the whole globe）, JSM＇ s regionalization （Europe and Ameri ca） ,and JSC＇s localization （Taiwan）. It proposes the whole development view of every element/link of sports academic journal, that is, the operation and development of academic journal are influenced by multiple elements/links,the weakening of any element/link will limit the whole development of journals. In order to originate and develop excellent and internationalized sports academic journals in one industry, we should make efforts to pursue every competitive element/link＇s predomination,not just limit to a certain part. The main purpose is to provide the references for the development of Chinese sports academic journals.