移动媒体时代体育传播发展研究*

移动媒体增强了体育传播的时效性，扩大了体育传播的影响范畴，增强了体育传播的互动性，促进了体育传播的多元化。在移动媒体时代，体育传播具有多媒体联动、真实性得到切实保障、娱乐性走向泛化、内容边界不断拓展等特征。因此，在移动媒体中进行体育传播需要坚持体育传播的差异化战略；强化体育传播监管力度，促进移动媒体深度报道；实现产学研联动，提高移动媒体从业人员综合素质；确保移动媒体的真实传播，搭建互联互通移动平台。

Study on Sports Communication Innovation in the Age of Mobile Media

Mobile media has enhanced the timeliness of sports communication, expanded the scope of sports communication, enhanced the interaction of sports communication, and promoted the diversification of sports communication. In the era of mobile media, sports communication has the characteristics of multimedia linkage, authenticity is guaranteed, entertainment is moving toward pan-China, and content boundaries are expanding. Therefore, in the mobile media, sports communication needs to adhere to the differentiation strategy of sports communication; strengthen the supervision of sports communication, promote the in-depth coverage of mobile media; realize the linkage of production, education and research, improve the comprehensive quality of mobile media practitioners; ensure the real dissemination of mobile media, and build an interconnected mobile platform.