新媒介体育的传播趋势与应对策略研究

Research on the Communication Trend and Countermeasures of New Media Sports

该文运用文献资料法、逻辑分析法与参与式观察法,研究新媒体环境下新媒介体育的传播趋势与如何应对的相关问题。新媒介体育的趋势表现为:内容与语态转变,多元化、去中心化;新媒介体育与体育迷,强化互动、紧密联系;“媒介”与“体育”从依附关系到共生关系。针对新媒介体育的不利特征与趋势,该文认为媒体应该以人文精神为导向,提升新媒介体育内容质量,以正向价值观为立场强化对受众的正向引导。

This paper uses the method of literature,logical analysis and participatory observation to study the communication trend of new media sports under the new media environment and how to deal with the related problems.The trend of new media sports is as follows:the change of content and voice,diversification and decentralization;New media sports and sports fans should strengthen interaction and close contact;"Media"and"Sports"have changed from dependency to symbiosis.In view of the unfavorable characteristics and trends of new media sports,this paper believes that the media should take the humanistic spirit as the guidance,improve the quality of new media sports content,and strengthen the positive guidance to the audience from the standpoint of positive values.