大型体育赛事网络传播中城市形象的提升——以十二运为例

City Image of Liaoning in Internet Communication in Large-scale Sports Events: Talking the 12th National Games of China as a Case

运用文献资料法、内容分析法、数理统计法等,以十二运网络传播内容中辽宁城市形象传播内容为研究案例,分析十二运官网、新华体育、腾讯体育十二运报道专题,将城市形象概念设定为硬件系统和软件系统两个一级指标,通过传播主体、传播议题、传播方式和传播形式4个维度对城市形象网络传播的内容与方法进行解析,查找问题,寻找方法,以新媒体视角为我国大型体育赛事城市形象网络传播提供操作经验与方向启发。

With methods of literature investigation,content analysis,statistics and so on,taking the internet communition about city image in the 12 th National Games of China as example,the author analyzes the net project of Liaoning website,Xinhua sports,Tencent sports on the 12 th National Games of China. The concept of city image is defined as tw o indexes which are hardw are system and softw are system,and then the content of city image online by four aspects of communicators,subjects,mode and method were analyzed to find the problems and the methods to solve them. The aim is to provide the experience and the inspiration to the city image publicity on the internet while the major sports events are being held.