我国标志性体育赛事传播力研究——以“武网”为例

标志性体育赛事传播力问题变得日益重要,论文借鉴媒体传播力的评价指标建构标准,结合标志性体育赛事的特征,从公众认知度、媒体曝光度、网络关注度以及城市形象引导度四个维度建构了标志性体育赛事传播力评价指标体系,并以"武网"为典型案例,借助问卷调查和网络大数据分析相结合的方式,对标志性体育赛事的传播力现状做了测量。研究发现："武网"的公众认知度、媒体曝光度、网络关注度以及城市形象引导度都比较高;尤其在引导受众了解、评价和向往武汉方面效果明显;但动态地看,"武网"的赛事传播力则有逐年下降的趋势;此外,从地域分布来看,"武网"的赛事传播力辐射范围仍以武汉和湖北为主,兼顾东南沿海等发达地区,在全国范围内的影响仍显不足。论文建议通过强化政策的连续性、实施精准营销、提升赛事新闻价值等途径,保持社会热度、改善用户体验、增加曝光几率,以解决"武网"赛事传播力在空间上的延伸和时间上的持续问题。

Communication Capability of Landmark Sports Events: In View of Wuhan Open

By referring to the evaluation system of media communication capability, combining the characteristics of the landmark sports events, this research constructed the evaluation indicator system of the landmark sports events' communication capability from public awareness, media exposure, internet visibility, city image guidance. Then, the paper measured the communication capability of Wuhan Open through questionnaire and internet data analysis. The communication capability indicators were at a high level, especially in guiding audiences to understand, evaluate and visit Wuhan. However, the communication capability of Wuhan Open revealed a declining trend. In addition, the coverage range of Wuhan Open was mainly in Hubei, while developed provinces were mostly in the southeast coastal areas, that mean the communication capability of Wuhan Open was still insufficient at the national level. It suggested that Wuhan should attract the social attention, improve user experience and increase exposure probability to extend communication capability in spatial dimension and continuity in temporal dimension by strengthening the continuity of policies, implementing precise marketing and improving the news value of sports events, etc.