体育全媒体传播的现实与未来:基于媒体可供性的视角

Reality and Prospect of Sports All-media Communication:A Perspective of Media Availability

媒体可供性是体育全媒体传播的重要引擎,体育全媒体传播的一切活动都是以媒体可供性为先决条件的。在推进媒体融合的新节点,对体育全媒体进行建设正是媒体可供性迭代更新的过程。文章基于媒体可供性视角解读我国体育全媒体建设的现实向度与未来发展,不仅有助于了解体育全媒体建设的现实进程,还可以发现体育全媒体建设的问题指向,最终提出提升媒体可供性,筑牢体育全媒体生产链重构的现实基础、打造“云端”世界,激活未来体育全媒体传播的主要增长空间、消除边界壁垒,建构体育全媒体传播未来框架的优化策略。

Media availability is an important engine of sports all-media dissemination,and all activities of sports all-media dissemination are based on media availability.At the new stage of promoting media integration,the construction of sports all-media is a process of iterative update of media availability.Interpreting the reality and future development of sports all-media construction in China from the perspective of media affordability will not only help to understand the actual process of sports all-media construction,but also discover the problems in sports all-media construction.To improve media availability,we need to build a solid foundation for the reconstruction of sports all-media production chain,create a"cloud"world,activate the main growth space for future sports allmedia communication,eliminate boundary barriers,and optimize the strategy for the future framework of sports all-media communication.