新媒体环境下体育受众心理特征分析与引导策

Analysis of sports audience's psychological features and guiding strategies under new media environment

新媒体的日益崛起以及影响力的不断扩大,对大众传媒及其受众产生巨大影响。在分析新媒体概念、特征以及新媒体环境下体育受众产生的变化基础上,提出新媒体环境下的体育受众心理主要呈现主体意识增强、求新心理增强、娱乐心理增强、求真心理增强、选择心理增强等特征,针对这些心理特征,提出引导树立正确的体育价值观和充分满足受众需求心理的引导策略。

With the rise and growing expansion, the new media has an enormous impact on the mass media and the audience.Based on the analyses of the concept, characteristics of the new media, as well as the changes of sports audience under the new media environment, the paper points out that the psychology of sports audience mainly assumes the following characteristics of strengthening of subject consciousness and selection, of seeking novelty, entertainment and truth, etc.In light of these psychological characteristics, the paper proposes guiding strategies for establishing correct sports values and fully satisfying the audiences’ psychological needs .