【作者】 朱琳；

【导师】 王林；

【作者基本信息】 武汉理工大学 ， 体育教育训练学， 2017， 硕士

【摘要】 受众行为特征在新闻传播学中具有重要的地位,由于当前传播渠道多元化,受众接受信息的途径和方式繁多,受众不再仅是信息的被动接收者,还是信息主动的搜寻者,传播形式的改变使受众需求成为影响信息传播范围、传播效率和传播力度的重要因素。基于此,为了响应国家号召,为健康中国建设贡献力量,满足受众娱乐、健身、了解中国传统文化等多方面的需求,武术传播如何实现以受众需求为中心,为其提供个性化的武术信息已然成为武术传播工作中的重中之重。运用文献资料法、专家访谈法、问卷调查法、数理统计法、逻辑分析法等研究方法,对不同性别、年龄、受教育水平的受众对信息接收、武术信息需求及武术消费行为进行了较深入的研究。首先通过文献资料法和专家访谈确定了受众行为特征与武术传播两者结合的可行性,同时拟定了问卷调查的题项,通过F检验、协方差分析、多重比较等方法对问卷数据进行分析,探究不同性别、年龄、受教育水平的受众在信息获取形式、武术内容和武术消费等方面的特征,最后根据受众的武术行为特征提出相关建议,以促进武术项目的良性发展。研究结论:(1)受众需求是其查阅信息、点击推送消息的根本原因。(2)受众获取信息呈现如下特征:多数受众习惯使用移动终端接收信息;年长者更倾向于使用传统媒介,年轻人则更习惯使用新兴媒体;受教育水平高的受众会坚持阅读报纸和杂志。(3)健身养生是各年龄段、不同性别、不同受教育水平受众共同的价值选择。男性更关注武术的技击价值;年长者更关注武术文化;受教育水平高的受众更关注武术文化、专业技术知识和科学研究等内容。(4)不同性别、年龄、受教育水平的受众在武术消费方面无显著性差异,基本集中在武术器械、服装等实物消费上。针对武术受众的上述行为特征,我们认为:(1)多使用移动终端传播信息可有效提高信息传播效率。(2)武术的健身价值几乎对所有人适用。为男性多推荐武术技击内容;为年长者提供武术文化信息;为受教育程度较高的受众推荐相关武术文化、专业技术知识和科学研究等内容。(3)加大武术器械、服装等武术用品的生产与创新力,满足广大受众的基本需求。更多还原

【Abstract】 The characteristics of the behavior of the audience in the news communication has an important position,due to the current diversification of communication channels,the audience to receive information in a variety of ways and means,the audience is no longer just a passive recipient of information,or information to actively search,Changes make the audience demand an important factor influencing the scope of information dissemination,communication efficiency and communication.Based on this,in order to respond to the call of the state,contribute to the construction of healthy China,to meet the audience entertainment,fitness,understanding of traditional Chinese culture and other needs,how to achieve the needs of the audience as the center,to provide personalized Wushu information Become the most important work of Wushu communication.This paper uses the methods of literature,expert interview,questionnaire,mathematical statistics and logic analysis to study the information reception,Wushu information and Wushu consumption behavior of different sex,age and educational level.Firstly,the feasibility of the combination of audience behavior and Wushu communication is determined by literature review and expert interview.At the same time,the questionnaire survey is developed.The questionnaire data are analyzed by F test,covariance analysis and multiple comparison.To explore the characteristics of different gender,age and level of education in the form of information acquisition,Wushu content and Wushu consumption,and finally put forward relevant suggestions according to the characteristics of the audience’s Wushu to promote the healthy development of Wushu.Conclusion:(1)Audience needs is its access to information,click on the root cause of the push message.(2)Audience access to information presents the following characteristics: the majority of the audience used to use mobile terminals to receive information;older people are more inclined to use the traditional media,young people are more accustomed to using new media;highly educated audience will adhere to read newspapers and magazines The(3)Fitness health is the age,different gender,different levels of education level of the common value of the audience choice.Men are more concerned about the martial arts martial arts value;older people are more concerned about martial arts culture;high level of education of the audience more concerned about the martial arts culture,professional and technical knowledge and scientific research and so on.(4)There were no significant differences in the consumption of martial arts between the different sexes,age and educational level,and concentrated on the physical consumption of martial arts equipment and clothing.In view of the above characteristics of martial arts audiences,we believe that:(1)The use of mobile terminals to disseminate information can effectively improve the efficiency of information dissemination.(2)The fitness value of martial arts is almost applicable to all.For men to recommend martial arts martial arts content;for the elderly to provide martial arts cultural information;for the highly educated audience recommended martial arts culture,professional and technical knowledge and scientific research and so on.(3)To increase the martial arts equipment,clothing and other martial arts supplies production and innovation,to meet the basic needs of the majority of the audience.更多还原