第12届辽宁全运会公众形象的调查分析

Public Image of 12^(th) National Games Held in Liaoning Province

从传播学和公共关系学视阈出发,围绕公众形象的构成要素,即本位理念、行为传播和认知评价3个维度设计调查问卷,对第12届辽宁全运会的公众形象进行了调查和实证分析。调查结果显示,公众认为辽宁全运会存在价值定位尚不明确、行政干预过度、体制不健全、监督机制缺乏、媒体服务缺失导致媒体报道议程设置片面等问题。针对这些问题,提出了塑造和提升全运会公众形象的相关建议,即:重构全运会价值定位,推行全民全运;推动全运会赛事赛制改革,弱化全运会成绩考核;重视媒体服务,集合媒体进行报道策划;提高运动员和裁判员素质,强化规则意识;与市场接轨,使全运会总体效益达到最大化。

Questionnaires were designed on the basis of communication and public relation theories..Social orientation, behavior communication and cognitive evaluation were investigated to see how the 12th National Games built its public image. It was found that the masses thought that the 12th National Games did not have clear value orientation, perfect system, or good supervision mechanism. The lack of media service led to the biased agenda setting of media reports. There was too much governmental interference. To optimize the overall benefits of the National Games, it was necessary to re-build the value orientation, promote further sports for all, reform the competition system, focus less on the final performances, focus more on the media service, help train the athletes and the coaches better, and go to the market.