数字化背景下群众性体育赛事破圈传播研究

Research on the Cross-Circle Dissemination of Mass Sports Events in the Digital Era

采用文献资料法,探讨数字化背景下群众性体育赛事破圈传播的理论基础、现实影响与优化策略.研究认为:群众性体育赛事的破圈传播是通过创新、多样化的方式将传统的群众性体育赛事的影响力扩展到更广泛的社会群体和领域.其积极影响在于带动群众性体育赛事传播效率的提高、助力市场规模的扩大、并促进相关体育产业结构的优化;与此同时,其消极影响也不可忽视,主要表现在造成广泛的消极话语、隐私问题的不断加剧、导致伴生的社会隔阂.若要对数字化背景下群众性体育赛事破圈传播进行优化,就必须克服相关责任主体监管不严、同类体育赛事内容单一、线下体育热情仍然有限等掣肘,有必要通过多方协同完善机制,来加强优质内容供给,并反哺线下体育活动.

Adopting a literature review approach,this study explores the theoretical foundations,real-world impacts,and optimization strategies of the cross-circle dissemination of mass sports events in the digital era.It posits that the cross-circle dissemination of mass sports events is achieved by expanding the influence of traditional mass sports events to a broader societal and domain spectrum through innovative and diversified approaches.The positive impacts include enhancing the efficiency of disseminating mass sports events,facilitating the expansion of market scale,and promoting the optimization of related sports industry structures.Simultaneously,the negative impacts,such as widespread negative discourse,escalating privacy concerns,and the emergence of social alienation,cannot be ignored.To optimize the cross-circle dissemination of mass sports events in the digital era,it is imperative to overcome challenges such as lax supervision by responsible entities,content uniformity in similar sports events,and the limited enthusiasm for offline sports activities.A multi-faceted collaborative approach is necessary to enhance the supply of high-quality content and reciprocate benefits to offline sports activities.