【摘要】 以5W传播理论中的"媒介"为切入点,通过分析宏观和微观媒介的本体特征和媒介环境,以网电传播为主线,剖析CBA联赛在网电平台电视和网络中的传播及其广告宣传和赞助宣传,探讨在其品牌赛事发展过程中的传播方式、手段,并阐明各媒介在其传播发展过程中存在的问题.更多还原

【Abstract】 With the " media" in the 5W communication theory as breakthrough point,through the analysis of the ontological characteristics of macro and micro media and the media environment,taking the Internet and television transmission as the main line,the transmission of CBA league on the platform of Internet and television,and propaganda of the advertising and sponsorship in the league,the transmission methods and means in the development of brand competition are analyzed. And the problems existing in the process of transmission development of each media are clarified.更多还原