大型活动的媒介传播效果及影响因素分析——以COP15媒介传播为例

Analysis on Media Communication Effect and Influencing Factors of Large-scale Activities:A Case Study of COP15 Media Communication

举办规模庞大、影响广泛的大型活动往往代表着承办国家或城市的形象。COP15这一大型活动在中国的召开,不仅向世界展示了中国生物的多样性,同时提升了昆明的形象和声望。通过问卷调查法对COP15第一阶段会议的传播认知度、内容关注度、媒介接触情况及态度评价进行调查,研究结果显示:受访者对COP15大型会议活动的关注主要源于个人兴趣、受他人及媒介传播的影响;互联网媒体在引发关注、产生参与行为方面表现较为突出,是被访者的主要信息获取渠道。通过因子分析,确定了影响力、关注度和吸引力这三个COP15传播效果的潜在维度,结合相关性分析和回归分析发现:传播信息的吸引力、关注度和影响力相互关联,共同贡献于传播效果。结合非参数检验结果,研究发现:微博、短视频平台对用户的吸引力较强,但能引发的关注和带来的影响却不大;作为权威网络平台代表的新闻网站成为大型活动宣传的主力军,但在传播的吸引力方面略显乏力;而微信则是较具吸引力、关注度和影响力的大型活动信息传播平台。该研究揭示了大型活动媒体传播的特征和影响机制,对今后类似的大型活动的形象宣传及媒介传播策略具有借鉴意义和参考价值。

Holding influential large-scale activities often represents the image of the host country or the host city.The convening of COP15 in China not only showed the biodiversity of China to the world,but also enhanced the image and reputation of Kunming,the capital city of Southwest China's Yunnan province.This paper investigates the awareness of communication theme,content attention,media contact and attitude evaluation of the first phase meeting of COP15 by questionnaire.The results show that the respondents' attention to COP15 events was mainly due to their personal interests,influenced by other people and media communication.Internet media as the main information acquisition channel for respondents,had a prominent performance in arousing attention and generating participation behavior.Through factor analysis,three potential dimensions of COP15 communication effect were determined,which are influence,attention and attraction.Combined with further correlation analysis and regression analysis,it is found that the attraction,attention and influence of communication information were interrelated and jointly contribute to the communication effect.Combined with the non-parametric test results,the research found that Weibo and short video platforms were more attractive to users,but the attention and the influence they evoked were very weak.As the representative of authoritative network platform,news websites had become the main force of large-scale event publicity,but their communication attraction was slightly weak.WeChat is a large-scale event information dissemination platform which can evoke more attraction,attention and influence.This study reveals the characteristics and influence mechanism of mass media communication,which is of referential significance and reference value to the image publicity and media communication strategies of similar mass events in the future.