大型体育赛事舆论宣传研究——以第十三届全运会为中心的考察

The Publicity of the Large-scale Sports Events: a Survey of the 13^(th) National Games

舆论宣传工作对大型体育赛事的顺利举办具有重要意义。第十三届全运会成功的媒体宣传工作为类似大型体育赛事舆论宣传提供了七点经验,尤其是传统媒体与新媒体深度融合以及网络舆情工作常态化将成为舆论宣传两大发展趋势,在理念上、技术上和节目制作播出过程中做出有益尝试符合媒体报道规律,有助于构建更为合理、科学的大型体育赛事舆论宣传体系。

Media and publicity work is very important to the successful the conducting of a large-scale sports event. The successful media and publicity work of 13 th National Games has delivered 7 sound experiences to the similar sports events. The two major trends in publicity are the deep integration of traditional media and new media, and normalization of the work to deal with the network opinion. Some useful attempts in idea, technique and programming are in accordance with the rules of media report, and helpful to construct a more reasonable and scientific publicity system in large-scale sports events.