【作者】 王旭；

【导师】 刘昕；

【作者基本信息】 北京体育大学 ， 体育人文社会学， 2017， 硕士

【摘要】 随着大数据、云计算、移动互联网等新应用的普及,体育传播格局已经由PC端向移动端转移,手机微传播已经日渐超越传统媒体成为新的主流传播方式。国内最大的群众体育品牌赛事“谁是球王”作为微传播的典型个案,凭借赛事微传播的抢眼表现,正在颠覆大众对群众体育赛事关注度低、参与度低的传统认知。本研究以“谁是球王”校园足球季为研究个案,选取球王校园季微信、微博在赛期内的全部推送内容为研究对象。在运用文献资料法、数据分析法、专家访谈法等研究方法的基础上,依托5W理论分析“谁是球王”微传播在传播主体、传播内容、传播媒介、传播受众和传播效果方面的特征;通过对“谁是球王”的微传播案例进行深入剖析,以点带面的归纳校园足球竞赛的微传播规律,从而为其他青少年体育赛事的微传播提供经验与启示。研究得出结论:微传播主体方面,中视团队为球王微传播的总体把控者,团队呈现扁平化、年轻化、技能全面化特征,并有外包团队配合执行;成员工作负荷大,实行沟通会制度,审核机制较为灵活;赛事微传播参与者呈现多元化特征。内容方面,推送赛期更新频繁,发布形式、内容来源多样,依托赛事新闻、GIF传播等方式多角度打造原创立体赛事。媒介方面,呈现传播载体便捷化、传播方式多样化、受众参与程度高的特征。受众方面,微传播用户体验统一、交互体验较强,还承担了情感用户体验责任,通过赛事树立正面形象。效果方面,借由赛事微传播可以提升大众赛事认知、巩固大众赛事认同、营造足球文化氛围,从而促进民间足球运动的发展。微传播应配合赛事时间节点,提升内容、标题质量,发挥名人效应,做好内容运营和用户互动,从而提升赛事传播效果。通过归纳“球王校园季”微传播规律得出校园足球竞赛的推广启示——举办校园足球赛事应重视竞赛的线上传播;迎合受众阅读习惯,提升校园足球竞赛参与度;整合赛事资源,加强媒体合作;做好内容运营,扩大赛事影响;丰富媒介形态,实现赛事全媒体覆盖;依托赛事微传播,对青少年发挥教育引导和文化辐射的作用。更多还原

【Abstract】 With the rapid growth of the mass data,cloud-computing,and the mobile Internet,the communicating pattern tended to be more mobilize.The micro-communication has became the major information transmission.As a typical case of micro-communication,the most famous mass-sports competition,who is the king,has given participates an outstand impression for it’s marvelous online communication presentation.This paper analyzed the micro-communication of “Who is the king” by the methods of literature review,data analysis and expert interview.Based on the 5W theory,this paper indicated that in the communication subject,ZhongShi sports in charge of managements of the communication,the members of the group are flattery,young,and having comprehensive skills.The staffs are under the great pressure and using the brainstorm meeting to discuss the communication topics.In the content of propagation,the group delivered a amazing events communication through updating frequently,making various of content by interesting news and GIF.In the communication media,the micro-propagation shows the advantage of the convenience and high user participation.In the communication audiences,the users can get high qualified experience from the events brand,they not only can get information from the media,but also learn the positive media agency during the events.In the communication effect,the micro-propagation should promote the communication result by cooperating the TV program Time,improving the quality of the content and the title and using famous idols to attract more attention from the users.In terms of the who is the king on campus,following suggestions are given — Attaching great importance to online-communication;Cater to teenagers ’ reading preference;Enhanced the co-branding and media cooperation;To promote the content operation;To rich the type of the media to make better communication effect;To educate the teenagers’ by micro-communication.更多还原