基于使用与满足理论对我国冰雪运动网络新媒体服务平台公众需求研究

Research on Public Demand of New Media Service Platform of Ice and Snow Sports Network in China Based on Uses and Gratifications Theory

该文采用文献资料、逻辑分析等研究方法,通过对有关冰雪体育的内容收集整理,分析我国冰雪运动在网络新媒体服务平台的传播现状、公众关注度、公众评价及公众需求。研究结果表明,近年来我国有关冰雪体育新媒体传播得到快速发展,呈现出以下几个主要特征:一是传播渠道多,内容分布广,大众参与性强;二是多数网络平台在内容更新上没有做到常态化,网络新媒体传播冰雪运动的内容主要集中于冰雪运动科普以及教学推广;三是公众对不同网络新媒体的关注度与评价差异加大,缺乏具有行业权威性的品牌服务平台;四是网络新媒体平台的运营缺乏监管。对此,该文结合使用与满足理论提出综合运用大众传媒和社交媒体服务平台,改善冰雪运动传播的信息环境来满足公众需求的合理化建议。

By means of literature,logical analysis and other research methods,through the collection and collation of the content of ice and snow sports,this paper analyzes the communication status,public concern,public evaluation and public demand of ice and snow sports in China on the network new media service platform.The research results show that in recent years,the new media communication of ice and snow sports in China has developed rapidly,showing the following main characteristics:First,there are many communication channels,wide content distribution,and strong public participation;Second,most network platforms have not achieved normalization in content update.The content of ice and snow sports spread by new network media mainly focuses on science popularization and teaching promotion of ice and snow sports;Third,the public’s attention to and evaluation of different new online media has increased,and there is a lack of authoritative brand service platform in the industry;Fourth,the operation of the network new media platform lacks supervision.In this regard,the paper puts forward reasonable suggestions to improve the information environment of ice and snow sports communication by comprehensively using the mass media and social media service platform to meet the public needs based on Uses and Gratification Theory.