| 试析新闻媒体对职业体育赛事推广与发展的影响 |
| |
| 引用本文： | 朱海燕.试析新闻媒体对职业体育赛事推广与发展的影响[J].首都体育学院学报,2006,18(5):97-98. |
| |
| 作者姓名： | 朱海燕 |
| |
| 作者单位： | 首都体育学院,北京,100088 |
| |
| 摘 要： | 随着竞技体育的开展越来越普及,许多项目都在走职业化发展道路,在对市场资源争夺与竞争空前激烈的前提下遇到了各种各样的新问题,其中之一就是项目如何定位,以什么形象走入市场,也就是对赛事如何进行推广、宣传和运作,媒体在开发和培育有市场潜力的职业体育赛事过程中起到了哪些作用,本文试图对这些问题进行分析与讨论。结果认为,新闻媒体为职业体育赛事提供了一个宣传与创作的平台,当前火爆的职业体育赛事如NBA、世界杯足球赛、网球大满贯、拳王争霸赛等都是与新闻媒体的介入分不开的。职业体育赛事的推广与发展需要借助媒体的力量,媒体对体育赛事的报道,能引起广大观众的关注,激发体育迷的热情并“制造”明星。媒体也因报道赛事而增加了自身的价值与读者数量,新闻媒体与职业体育赛事之间建立起来的相互作用、相互依赖的关系越来越密切。
|
| 关 键 词： | 新闻媒体 职业体育 推广 发展 |
| 文章编号： | 1009-783X（2006）05-0097-02 |
| 收稿时间： | 2005-12-20 |
| 修稿时间： | 2005年12月20 |
On the Influence of News Media for the Promotion and Development of Professional Athletic Games |
| |
| ZHU Hai-yan.On the Influence of News Media for the Promotion and Development of Professional Athletic Games[J].Journal of Capital College of Physical Education,2006,18(5):97-98. |
| |
| Authors: | ZHU Hai-yan |
| |
| Institution: | Capital Institute of Physical Education,Beijing 100088, China. |
| |
| Abstract: | As athletic sports are becoming more and more popularized,quite a number of sports items are turning its road to professional development.However,most of them have encountered various new problems under the current fierce competition for market resources.One of the issues faced is how to position and with what image they should get into the market,which means how to promote,publicize and manage athletic games and what role should the media play in the process of developing and nurturing potential professional athletic games.These are the issues for analysis and discussion in this paper.It is concluded that the news media have provided a terrace of publicity and creativeness for the professional athletic games,and the current heated professional athletic games,such as NBA,World Cup Soccer,tennis and the boxing championship,etc.are all involved inseparably by the news media.Therefore,the expansion and development of professional athletic games need the help of the power of the media,as the sports report by media can arouse the great concern of the large audience and stir up the enthusiasm from athletic fans so as to "manufacture" stars.At the same time,the media may increase its value and readership by reporting athletic games.As a result,an interaction and an interdependent relationship between media and professional athletic games is becoming more and more close. |
| |
| Keywords: | News media Professional athletics Promotion Development |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
|
