【作者】 张琪；

【导师】 张卓；

【作者基本信息】 武汉大学 ， 传播学， 2019， 硕士

【摘要】 移动互联网的广泛使用意味着人们的生活正式进入了移动互联时代。在移动互联网技术的快速发展下,社会的生产模式和人们的生活方式都在进行移动化转型,即相较于传统的互联网时代,移动互联时代的信息传播开始强调场景的意义,追求对于用户所在场景的感知并完成信息的精准传播,场景成为了媒体进行信息传播、提供信息服务的新入口,成为了汇聚互联网信息、连接互联网产业的新手段,足球赛事传播也同样如此。足球作为世界上最受人关注的运动之一,其赛事传播一直在我国拥有广大的受众。在互联网发展的初期,足球赛事传播还是与一个与电视高度绑定的概念,人们虽然开始利用互联网获取赛事相关信息,却依然习惯于通过电视收看体育赛事直播。然而,自政府开放足球赛事版权市场后,新浪、乐视、腾讯等多家互联网媒体利用强大的资本买下核心足球赛事的版权,逐渐在体育赛事传播的内容生产上掌握了更多的话语权。当移动互联时代到来时,越来越多的用户开始通过移动设备收看竞技体育赛事的直播,浏览竞技体育赛事的相关内容。体育赛事也不再是互联网传播中一个孤立的内容单元,而是作为体育产业乃至互联网产业中的一环,通过信息的传播为实现更大的消费价值服务。因此,本文以“场景”为研究入口,对移动互联时代足球赛事传播的发展进行探讨。通过案例分析、对比分析、问卷调查等方法对当下足球赛事传播中场景建构的条件、特征、效果、问题及对策进行研究。文章总共分为五个章节。在绪论部分,笔者对移动互联时代“场景”这一概念进行了厘清,对当前围绕移动互联时代的“场景”研究现状和体育赛事传播研究现状分别进行了阐述和分析,并沿用了喻国明等学者提出的场景分析的框架。因此,在第二第四章节,笔者分别从场景生成的条件,场景建构的特征及场景效果的分析三个部分对足球赛事传播中的场景进行了研究。并在最后一章中对移动互联时代足球赛事传播场景的背后问题及发展前景做出了思考。更多还原

【Abstract】 The widespread use of the mobile Internet means that people’s lives have officially entered the era of mobile Internet.Under the rapid development of mobile Internet technology,the social production mode and people’s lifestyle are undergoing mobile transformation.Compared with the traditional Internet era,the information dissemination in the mobile Internet era begins to emphasize the meaning of the context,and pursues the user’s location.The perception of the context and the accurate dissemination of information,the context has become a new entrance for the media to disseminate information and provide information services,and become a new means of gathering Internet information and connecting the Internet industry.The same situation is also happening on football events communication.Football is one of the most watched sports in the world,and its event communication has always had a large audience in China.In the early days of the development of the Internet,the communication of football events was still associated with a concept that was highly tied to television.Although people began to use the Internet to obtain information about events,they were still accustomed to watch live sports broadcasts on television.However,since the government opened up the copyright market for football events,Sina,LETV,Tencent and other Internet media have used strong capital to buy the copyright of core football events,and gradually gained more voices in the production of football events.When the mobile internet era came,more and more users began to watch the live broadcast of competitive football events through mobile devices and browse related content of competitive football events.Football events are no longer an isolated content unit in Internet communication,but a part of the Sports industry and Internet industry to serve the greater value of information consumption.Therefore,this article takes "context" as the research entrance and discusses the development of football event communication in the era of mobile internet.Through case analysis,comparative analysis,questionnaire survey and other methods,the conditions,paths,effects,problems and countermeasures of context construction in the current football match are studied.The article is divided into five chapters.In the introduction part,the author clarifies the concept of “context” in the era of mobile internet,expounds and analyzes the current research situation of “context” around the mobile Internet era and the research status of sports event communication,and uses the framework of context analysis proposed by the scholar Yu Guoming and so on.Therefore,in the second to fourth chapters,the author studies the contexts in the football match propagation from the conditions of context generation,the path of context construction and the analysis of context effects.And in the last chapter,the article thinks about the problems and development prospects of the context of the football event in the mobile Internet era.更多还原