体育舆情研究的流变——新媒体体育舆情场域的深度扩散

The Evolution of Sports Public Opinion Research——Deep Diffusion of the New Media Sports Public Opinion Field

该文运用文献资料法、逻辑分析法等方法,对目前我国体育舆情研究的方向和主要转向进行了梳理。研究认为,我国目前的体育舆情研究主要涉及网络舆情的宏观研究、围绕重要赛事的舆情建构研究,以及以突发事件为主的舆情引导研究等方面。而随着以微博、微信、微视频App等移动互联网为代表的新媒体传播时代的到来,体育舆情研究逐渐朝向以受众为主的传播客体研究和深度的个案研究的方向发展。此外,网络情绪的引导已逐渐成为体育舆论传播的重要研究领域,而传播技术的革新是体育舆情研究转向的主要动力。但与此同时,体育舆情的概念梳理、政府在引导体育舆情中的不足等方面也已成为体育舆情研究的主要问题。由此,该文提出不仅要从概念入手,拓展体育舆情研究视角,还要借鉴母学科新闻传播学的相关知识和研究方法,加强体育舆情研究深度,以期为体育舆情研究的未来发展和实践操作提供相应的建议。

This article uses methods such as literature data method and logical analysis method to sort out the current research directions and main directions of sports public opinion in my country.According to the research,the current research on sports public opinion in my country mainly involves the macroscopic research of online public opinion,the research on the construction of public opinion around important events,and the research on public opinion guidance focusing on emergencies.With the advent of the new media communication era represented by the mobile Internet such as Micro blog,WeChat,and Micro-video app,sports public opinion research has gradually developed towards audience-based communication object research and in-depth case studies.In addition,the guidance of online emotions has gradually become an important research field in the dissemination of sports public opinion,and the innovation of communication technology is the main driving force for the research of sports public opinion.But at the same time,the conception of sports public opinion and the government's insufficiency in guiding sports public opinion have also become the main issues of sports public opinion research.Therefore,this article proposes not only to start from the concept to expand the perspective of sports public opinion research,but also to learn from the relevant knowledge and research methods of the parent discipline of journalism and communication to strengthen the depth of sports public opinion research,with a view to the future development and practical operation of sports public opinion research provide corresponding suggestions.