大型体育赛事媒介传播效果的分类及发生机制

Classification and Mechanism of Media Communication Effects of Mega-sports Events

对大型体育赛事媒介传播效果进行分类及发生机制的解读,是科学评估其媒介传播效果的基础。在对相关核心概念进行界定的基础上,以媒介传播效果的影响范围、时间、性质、作用领域、作用主体等为标准,对大型体育赛事媒介传播效果进行分类。基于框架理论对大型体育赛事媒介传播受众效果的发生机制进行解读,认为:在大型体育赛事媒介传播过程中,媒介框架与受众框架的互动关系始终表现为一种博弈关系;大型体育赛事媒介传播效果的形成过程即框架化过程;大型体育赛事媒介传播效果的实现依赖于框架效应。

The classification and interpretation of mechanism of media communication effect of mega-sports events is the basis for assessing the effectiveness. Based on definition of the core concept,it classifies media communication effect of mega-sports events according to sphere of influence,time,nature,the role of the field,the role of the body etc. Based on the theoretical framework it interprets the mechanism of the audience effect. In media communication process,the interaction between media frames and audience frames always shows the relationship as a game; The formation process of media communication effect of mega-sports events is the framing process; The achievement of media communication effect of mega-sports events depends on the framing effect.