摘要
大型体育赛事是公众关注的重要话题,极易引发网络舆情。以网络强国和体育强国建设为战略目标,打造多元主体协同的大型体育赛事网络舆情传播与治理新格局。本文选取北京2022年冬奥会为研究案例,获取体育组织、政府部门、官方媒体、自媒体四类代表微博的博文和评论等数据,运用情感分析和统计分析等方法探究舆情热度走向、关注焦点、表达方式和情绪表达。研究表明:多元主体协同的北京2022年冬奥会网络舆情传播具有传播主体多元化,多元主体呈现的舆情热度基本一致;传播内容协同化,多元主体的舆情关注焦点各有侧重;表达方式多元化,积极促进舆情正向传播;情绪表达积极正向,赛场内外消极因素影响较小等特征。在此基础上,提出体育组织、政府部门、官方媒体、自媒体多元主体协同的大型体育赛事网络舆情治理策略,以有效规避体育舆情风险、净化体育网络生态、推动体育网络治理。
The large-scale sports events are an important topic of public concern,which can easily cause network public opinion.With the construction of cyber power nation and sports power nation as strategic goal,a new pattern of network public opinion communication and governance of large-scale sports events coordinated by multiple subjects is to be created.This paper selects Beijing 2022 Winter Olympics as research case,collecting blog posts and comments data of four types of representative Weibo of sports organizations,government departments,official media and self-media,it explores the trend,focus,presentation and emotional expression of network public opinion through the methods of sentiment analysis and statistical analysis.It suggests that the network public opinion communication of Beijing 2022 Winter Olympics coordinated by multiple subjects presents the features of multiple communication subjects,which heat degrees of public opinion are basically the same;collaborative communication content,which shows that the focuses of public opinion of multiple subjects are different;multiple presentations,which actively promote the positive spread of public opinion;and positive emotion expression,which makes the influence of negative factors on and off the field less.Based on the above,this paper puts forward the governance strategies of network public opinion of large-scale sports events coordinated by multiple subjects of sports organizations,government departments,official media and self-media,so as to effectively avoid the risks of sports public opinion,purify the sports network ecosystem and promote sports network governance.
作者
王晓晨
胡玉泽
WANG Xiaochen;HU Yuze(School of Management and Journalism,Shenyang Sport University,Shenyang 110102,Liaoning,China;Graduate Work Department,Shenyang Sport University,Shenyang 110102,Liaoning,China)
出处
《沈阳体育学院学报》
北大核心
2023年第2期123-129,共7页
Journal of Shenyang Sport University
基金
国家社会科学基金一般项目“基于供给与需求协同的体育赛事网络舆情风险治理研究”(21BTY073)。
关键词
多元主体协同
大型体育赛事
网络舆情
传播
治理
coordination of multiple subjects
large-scale sports event
network public opinion
communication
governance
