马拉松赛事媒介传播效果影响因素多维分析

本研究基于媒介生态系统理论,运用文献资料法、层次分析法等研究方法,立足于马拉松赛事和传播媒介的基础之上进行深入研究探讨。本研究认为,马拉松赛事媒介传播效果影响因素主要为马拉松赛事管理体制、传播媒介的管理体制及运行机制;马拉松赛事竞技性与体验性相结合、传播媒介的社会公信度;马拉松赛事媒介传播的"市场定位"、马拉松赛事受众者的素养等。

Multi-dimensional Analysis of the Factors Influencing the Media Communication Effect of Marathon

This study is based on the media ecosystem theory,and uses research methods such as literature and analytic hierarchy process to conduct in-depth research and discussion on the basis of marathon events and media. In this study,the main factors influencing the media communication effect of marathon events are the management system of marathon events,the management system and the operation mechanism of media;the combination of marathon competition and experience,the social credibility of the media;the"market positioning"of marathon media communication,and the accomplishment of marathon audiences,etc.