互联网时代体育组织媒体化的现状、内涵及趋势

The Current Situation,Connotation and Trend of Sports Organizations Medialization in the Internet Era

互联网技术的发展改变着传媒行业的生态结构。越来越多的体育组织运用媒体化的手段自主掌握传播渠道,生产和传播专业化的体育内容,与受众建立起有效的互动模式,使自身具备媒体属性。体育组织通过自主建设和掌控传播渠道,制作专业化的内容,建立有效的互动模式等方式,实现其媒体功能。过去体育媒体、组织与受众三者之间形成了稳定的三角关系结构,但是体育组织媒体化打破了这种平衡关系,改变了体育赛事的传播格局。体育组织逐渐摆脱对媒体的依赖,造成两者从过去的合作共生走向博弈竞争。体育组织媒体化的趋势还在加剧,其不再满足通过信息传播吸引受众,未来将深化体育社群运营,并进一步细分版权市场。

The development of Internet technology has changed the ecological structure of the media industry.The traditional media organizations no longer monopolize the news.More and more sports organizations use the media-based means to independently master the communication channels,produce and disseminate the professional sports content,and establish an effective interaction mode with the audience,so that they can have the media attributes.Sports organizations realize their media functions by building independent construction and controlling communication channels,producing professional content and establishing effective interactive modes.In the past,a stable triangle structure was formed among sports media,organization and audience,but the medialization of sports organizations broke the balance and changed the communication pattern of sports events.Sports organizationsare no longer satisfied with attracting audiences through information communication.In the future,the medialization of sports organizations will deepen the operation of the sports community and further segment the copyright market.