大型体育赛事媒介传播效果影响因素的多维考察

A multidimensional examination of factors affecting the media communication effect of major sports games

基于媒介生态系统理论,结合相关专家的意见和建议,将影响大型体育赛事媒介传播效果的因素也分为宏观、中观和微观3个层面。在宏观层面上,国家的体育管理体制及运行机制和新闻传播管理体制及运行机制为大型体育赛事媒介传播提供制度环境,其相关的制度设计从整体上影响大型体育赛事媒介传播效果。在中观层面上,体育媒介的公信力、大型体育赛事的竞技水平、大型体育赛事传播主体间的关系协调度、不同大众传媒形态传播大型体育赛事的冲突与互补等因素,从不同角度影响大型体育赛事的媒介传播效果。在微观层面上,体育赛事媒介传播人员的媒介素养、体育赛事媒介传播的目标定位、体育赛事媒介传播的内容、受众的媒介素养及体育赛事偏好的因素,决定大型体育赛事媒介传播效果的实现程度。

Based on the theory of the media ecosystem,coupled with the opinions and suggestions of related experts,the authors divided factors affecting the media communication effect of major sports games into macroscopic,medium-scopic and microscopic levels.At the macroscopic level,the sports management systems and running mechanisms as well as news communication management systems and running mechanisms of China provide institutional environments for the media communication of major sports games,their related institutional designs overall affect the media communication effect of major sports games.At the medium-scopic level,such factors as the credibility of sports media,the competitive performance of major sports games,the degree of harmony of the relationship between the communication subjects of major sports games,the conflicts and complementation between different mass media forms in communicating major sports games etc,affect the media communication effect of major sports games from different perspectives.At the microscopic level,the media qualities of media communication professionals of sports games,the target orientation of media communication of sports games,the contents of media communication of sports games,the media qualities and sports game references of the audience etc,determine the degree of realization of the media communication effect of major sports games.