| 高等体育院校借力高水平赛事塑造形象的策略 |
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| 引用本文： | 付晓静,潘陈青,张德胜.高等体育院校借力高水平赛事塑造形象的策略[J].武汉体育学院学报,2012,46(8):11-15. |
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| 作者姓名： | 付晓静 潘陈青 张德胜 |
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| 作者单位： | 1. 武汉体育学院新闻传播与外语学院,湖北武汉,430079
2. 武汉体育学院研究生部,湖北武汉,430079 |
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| 基金项目： | 国家社科基金项目(11BTY017)研究成果 |
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| 摘 要： | 高水平赛事汇聚大众传媒和社会公众的关注,是赛事组织方塑造品牌形象的重要契机.通过对高校形象内涵的分析,提出高等体育院校在公众中存在刻板印象,可借力高水平赛事的举办,发挥自身优势,开展多方互动,自塑、他塑与合塑品牌,消弭负面刻板印象,树立良好形象.
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| 关 键 词： | 高等体育院校 高水平赛事 形象塑造 刻板印象 媒介形象 |
Strategies for Image Building Through High-level Sporting Events for Institutes of P.E. |
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| FU Xiaojing
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PAN Chenqing
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ZHANG Desheng.Strategies for Image Building Through High-level Sporting Events for Institutes of P.E.[J].Journal of Wuhan Institute of Physical Education,2012,46(8):11-15. |
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| Authors: | FU Xiaojing PAN Chenqing ZHANG Desheng |
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| Institution: | 1(1.College of Sports Journalism & Foreign languages,Wuhan Inst.of P.E.,Wuhan 430079,China;2.Graduate Dept.,Wuhan 430079,China) |
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| Abstract: | High-level sporting events can attract mass media and public concern so that they provide important opportunities for the organizers to build their own brands.In this paper,through the analysis of images of universities and the possible stereotype,the authors proposed that institutes of P.E.should take an active part in hosting high-level sporting events,giving yield to their own advantages and building good images. |
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| Keywords: | institutes of physical education high-level sporting event image building stereotype media image |
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