摘要
全媒体时代高校体育文化融合性、系统性、创新性和交互性的传播特征,以及多样化的传播渠道、互动性的传播方式、个性化的传播载体,为高校体育文化传播带来全新的发展机遇。但同时高校体育文化传播也面临着传播主体的媒介素养层次不一、传播内容的价值内涵参差不齐、新媒体与传统媒体的渠道整合效果较弱、传播受众的满意接受程度欠佳、传播的监督反馈机制不够完善等困境。全媒体时代高校体育文化传播要通过改善传者与受众间关系、优化体育文化传播内容、拓宽体育文化传播渠道、把握高校受众体育文化心理、健全传播监督和反馈机制等措施来实现传播困境的突破。
In the omni-media era,the integrated,systematic,developmental and interactive communication characteristics of college sports culture,as well as the diversified communication channels,interactive communication methods,and personalized communication carriers have brought the new development opportunities for college sports culture communication.However,it is also facing the dilemmas in sports culture communication,such as the different levels of media literacy of communication subjects,the uneven value significance of the communication content,and the weak integration effect of new media and traditional media channels.Additionally,the unsatisfactory acceptance degree of communication audience,and the imperfect supervision and feedback mechanism of communication impact the outcome.In the era of omni-media,the dissemination of college sports culture should break through the communication dilemma by improving the relationship between the messenger and the audience,optimizing the content of sports culture communication,broadening the channels of sports culture communication,grasping the sports culture psychology of the college audience,and improving the communication supervision and feedback mechanism.
作者
储亚娟
辛鑫
CHU Yajuan;XIN Xin
出处
《煤炭高等教育》
2020年第3期21-25,共5页
Meitan Higher Education
基金
江苏省教育科学“十三五”规划课题“全媒体环境下高校体育文化传播特征与策略研究”(T-c/2018/07)
关键词
全媒体时代
高校体育文化
传播
机遇
困境
突破
omni-media
college sports culture
communication
opportunities
dilemmas
breakthroughs
