智能传播时代大型体育赛事的媒介话语构建策略与反思——兼议国内三大主要平台2022年卡塔尔世界杯传播实践

Strategies and Reflections on Media Discourse Construction of Large-scale Sports Events in Era of Intelligent Communication:Discussion on 2022 Qatar World Cup Communication Practice on Three Major Chinese Platforms

四年一届的世界杯,是媒体建构自己传播话语的重要机会。媒介话语研究已经从内在的媒介文本结构走向涵盖媒介生产-文本-受众等多环节的动态建构。在卡塔尔世界杯媒介话语构建中,获得中央广播电视总台授权的咪咕视频、抖音,利用自己平台特点实现了自身的媒介话语构建。从内容、技术、资本等视角分析央视、咪咕视频、抖音三家平台对卡塔尔世界杯的媒介话语构建策略,总结智能传播时代传播平台在平台框架、商业逻辑、新媒体技术、版权利用中的媒介策略构建方法。从话语霸权、官方与民间话语疏离、技术掌控下娱乐至上等方面,分析在竞争与合作模式下,对新技术引领的大型体育赛事传播媒介话语构建的反思。

The quadrennial World Cup is an important opportunity for the media to construct their own communication discourse.The study of media discourse has shifted from the internal structure of media texts to a dynamic construction process that covers multiple links such as media production,text,and audience.In the construction of media discourse for Qatar World Cup,Migu Video and Tiktok,authorized by China Central Radio and Television,realized their own media discourse construction using their own platform characteristics.From the perspective of content,technology and capital,this paper analyzes the media discourse construction strategies of CCTV,Migu Video and Tiktok for the Qatar World Cup,and summarizes the media strategy construction methods of the communication platform in the platform framework,business logic,new media technology and copyright utilization in the intelligent communication era.From the perspectives of discourse hegemony,the estrangement between official and folk discourse,and the supremacy of entertainment under technological control,reflections on the discourse construction of large-scale sports event communication media led by new technologies under the mode of competition and cooperation is expatiated.