新媒体时代的体育视觉传播:数字化、社交媒体与虚拟现实的影响与对策研究

Sports Visual Communication in the New Media Era:A Study on the Impact and Countermeasures of Digitalization,Social Media and Virtual Reality

新媒体时代,数字化、社交媒体和虚拟现实技术等新媒体技术飞速发展,催生了全新的体育视觉传播方式,使观众参与和体育视觉传播发生了巨大转变。本文通过文献资料法和案例分析发现:①数字化媒体的发展为体育赛事的呈现传播带来了革命性变化,为观众带来了多维度、个性化极具互动性的观看体验;②社交媒体凭借其广泛传播性和实时互动性,提供了一个自由表达的平台,给了观众深度的社交体验;③虚拟现实技术以科幻的角度进一步加强了体育视觉传播影响力,为观众提供了身临其境的绝妙体验。然而,新媒体技术的发展伴随着机遇与挑战,信息过载、隐私保护等问题的出现要求传媒机构与体育行业必须适应时代,利用好新技术的优势面,加强体育视觉传播的创新引导,更好满足观众多样需求,最终促进体育产业可持续发展。

In the era of new media,the rapid development of new media technologies such as digitalization,social media and virtual reality technology has brought about a new way of sports visual communication,which has greatly changed audience participation and sports visual communication.Through literature and case analysis,it is found that the development of digital media has brought revolutionary changes to the presentation and communication of sports events,and has brought multi-dimensional,personalized and interactive viewing experience to the audience.With its wide dissemination and real-time interaction,social media provides a platform for free expression and gives the audience a deep social experience.Virtual reality technology further strengthens the influence of sports visual communication from the perspective of science fiction,providing the audience with an immersive experience.However,the development of new media technology is accompanied by opportunities and challenges.The emergence of information overload,privacy protection and other issues requires media organizations and the sports industry to adapt to the times,make good use of the advantages of new technologies,strengthen the innovative guidance of sports visual communication,better meet the diverse needs of the audience,and ultimately promote the sustainable development of the sports industry.