摘要
文章运用文献资料法、个案分析法以及专家访谈法,结合路径依赖理论对我国新媒体技术在群众性体育赛事传播过程中产生的传播路径依赖原因以及传播创新方式进行梳理,认为以手机APP为主要代表的新媒体是区别于传统媒体的冷媒体,并通过分析得出国家政策、群众性体育赛事自身的发展以及网络社交环境是加强新媒体传播路径依赖的主要原因。提出线上活动与线下活动相结合的互动是未来新媒体技术运用在群众性体育赛事中的主要创新点。
This paper analyzes the cause of the propagation path dependence and the communication innovation mode of the newmedia technology in the process of the mass sports competition by using the literature,the case analysis and the expertinterview.Combining with the path dependence theory,As the main representative of the new media is different from thetraditional media of the cold media,and through analysis of national policies,mass sports events themselves and the developmentof social network environment is to strengthen the new media communication path dependence of the main reasons.It is proposedthat the interaction between online activities and offline activities is the main innovation in the application of new mediatechnology in mass sports events.
作者
缪园园
李毅恒
Miao Yuanyuan;Li Yiheng(School of Economics and Management, Shanghai University of Sport, Shanghai, 200438, China)
出处
《当代体育科技》
2017年第5期151-154,共4页
Contemporary Sports Technology
关键词
政府购买
新媒体
群众性体育赛事
路径依赖
传播创新
Government purchase
New media
Mass sports events
Path dependence
Communication innovation
