体育舆论及其引导策略刍论

A study of sports public opinions and their guidance strategies

科技进步使得舆论的形成不再依赖于传统主流媒体。在经济社会快速发展的今天,体育已经成为社会生活中舆论较为集中的领域。体育舆论的形成原因很复杂,其形成过程经历潜伏、形成、蔓延及衰退阶段,在不同发展阶段表现出不同的表达形式和特点。针对这些特点可以使用及时准确的讯息、发挥正面外显式体育舆论示范作用等策略进行有效的引导。

Technological advancement makes the formation of public opinions no longer dependent to traditional mainstream media. Today when economic society is developing rapidly, sport has become an area in social life fo- cused intensively on by public opinions. Causes for the formation of sports public opinions are complicated; their formation course goes though incubating stage, forming stage, spreading stage and fading stage; different forms and characteristics of expression are shown at different stages of development. Based on these characteristics, we can effectively guide sports public opinions by using strategies such as providing timely and accurate information, ex- erting the demonstrating functions of positive, explicit sports public opinions.