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1、 广西师范学院硕士学位论文 I 我国大众传媒视角下田径运动的传播现状及对策研究 姓名：柯亚娟 导师：莫少强 专业：体育人文社会学 研究方向：社会体育 年级：2010 级 摘摘 要要 在信息化浪潮下，大众传媒得到了空前的高速发展。传媒技术的不断变革使加拿大著 名传播学者麦克卢汉在上个世纪 60 年代提出的关于“地球村”的论述由预言变为了现实， 借助大众传媒，信息的传播变得越来越迅速和便捷，人与人之间的时空距离也骤然缩短， 人们能在瞬间获悉地球上各个角落所发生的事情。而现代体育作为一种特殊和复杂的社会文化也见证了大众传媒的发展，从最初的印刷媒介到电子媒介，再到 20 世纪 90 年代给大 众传媒带
2、来重大变革的新媒体的问世，每一种传播媒介的诞生都为体育注入了新鲜的血液 和活力。体育丰富了大众传媒的传播内容，大众传媒普及和推广着现代体育，使其得到了 最广泛的传播，现代体育的发展和现代社会的媒介传播有着不可分割的紧密联系。而体育 与媒介关系的研究也一直是体育科学领域的重要课题之一，大众传媒对体育运动的普及和推广起到了不可忽视的作用。素有“运动之母”称号的田径运动作为体育的重要组成部分， 兼具竞技性和健身性，既是历史上最悠久也是奥运会金牌数量最多的项目。目前，虽然关 于我国田径运动如何发展的研究很多，但站在大众传媒的视角下来探讨田径运动发展的研 究还未涉及。 大众传媒对田径信息传播的多少和好坏
3、将直接影响到受众对田径运动的参与和关注程度，为了使田径在我国得到更好的传播和发展，本研究在查阅大量文献的基础上，采用了 问卷调查法对北京、 上海、 武汉三个经济较为发达城市的 508 名受众进行了随机调查访问， 以了解他们获取田径信息的途径以及对大众传媒所传播信息的态度、反应、所产生的影响 等，并对部分媒体（报纸、电视、网络）在某一时间段内传播田径信息的数量进行了统计 调查，研究结果显示，我国大众传媒对田径信息的传播并不理想，大部分受众对田径并不了解甚至不感兴趣。传媒对田径的关注和报道量很低，远远落后于足球、篮球、网球等项 目，这也从一个侧面反映了田径运动通过传媒对社会的影响仍然不够。 本文针
4、对田径信息传播的调查现状，运用传播学的相关理论，从田径运动自身和大众 传媒两个层面进行了成因分析，并提出以下对策：第一，加强与大众传媒的合作关系，全 方位宣传，普及田径运动；第二，借鉴国际田联的做法，开拓国内田径赛事类型，提高运动员竞技水平，打造系列精品田径赛事；第三，适当修改竞赛规则，增强比赛吸引力和观 赏性；第四，我国田径的传播发展，需要田径明星的号召和影响；第五，大众传媒对我国 体育信息报道进行重新定位，使我国的体育信息传播更加多元化；第六，构想“大田径” ， 打造田径文化，推动田径在我国的发展。 关键词：关键词：大众传媒；田径运动；受众；田径信息传播；对策 我国大众传媒视角下田径运动的
5、传播现状及对策研究 II Current spreading situation and countermeasure research of track and field sports in perspective of mass media in China Graduate:Ke yajuan Mentor:Mo shaoqiang Major: Sports humanities and sociology Research area:Social sports Class:2010 Abstract Under the wave of information technology,
6、 mass media have an unprecedented high-speed development. Spread media technology continues to change the Canadian famous scholar Marshall McLuhans idea about the “global village“ prophecy into reality, with the help of mass media, the transmission of information is faster and more convenient, time
7、and space distance between people is also sharply reduced, people can learn what is happening to all corners of the earth in an instant. Modern sports as a special and complicated social culture also witnessed the development of mass media, from print media to electronic media, and the new media whi
8、ch brings big changes in the 1990 s to the mass media, the advent of the birth of each kind of medium has injected fresh blood and vitality to sports. Sports enriching the content of the spread of mass media, mass media popularize and promote the modern sports, which has been the most widely spread,
9、 the development of modern sports and modern social media communication has indivisible close ties. And sports and media relations research also has been one of the important research topics in the field of sports science, the mass media for the dissemination and promotion of sports played a conside
10、rable role. Known as “the mother of movement“ title of track and field sports as an important part of sports, athletics and keeping fit, is the longest in the history of the Olympic Games for the most gold medals. At present, although the research on Chinas track and field sports how to develop a lo
11、t, in the perspective of mass media the research of the development of the track and field sports hasnt been involved. How much mass media spreads information of track and field sports and how good or bad it spreads will directly affect the audience participation and attention, in order to make the
12、track and field spread and develop better in our country, on the basis of consulting a large number of literature, this study uses a questionnaire survey in Beijing, Shanghai, Wuhan which are three economically well developed cities with 508 audiences in the randomly surveyed, to understand their ac
13、cess to the information of track and field and the mass media dissemination of information by the attitude, reactions, effects, etc., and for part of the media (newspapers, 广西师范学院硕士学位论文 III television, Internet) spread in a certain time period the number of track and field information has carried on
14、 the statistical survey, the results showed that the mass media in our country to track the spread of information is not ideal, most of the audience was not interested in knowing about track and field. Media attention to athletics and coverage is very low, far behind the football, basketball, tennis
15、 and so on, this also reflects from one side of track and field sport through the media influence on society is still not enough. Track and field investigation status quo of information dissemination, the author of this paper, by using the relevant theories of communication, from the level of athlet
16、ics itself and the mass media has carried on the reason analysis, and put forward the following countermeasures: first, strengthen the relationship with the mass media, Omni-directional propaganda, popularization of track and field sports; Second, draw lessons from the practice of the IAAF, develops the domestic type of track and field events, and improve the sports level of the athletes make series products track and field events; Third, appropriate to modify the rul
