体育赛事媒体创意的策划与实施
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摘要
体育赛事媒体创意是指创新性、创造性思维在体育赛事传播领域的运用,是通过综合考察城市特色、赛事定位、项目特征及受众需求制定的具有创新性或创造性的策略和构思。依据媒体创意基本理论及体育赛事媒体创意的典型案例,总结体育赛事媒体创意策划的基础、定位、关键与核心要素,归纳创意实施的阶段特征及体育赛事媒体创意的整体流程。
Media innovation in sports events is to apply the creative and original thinking into the practice of sports events communication. It is an innovative or creative strategy and design formulated by a comprehensive review of city characteristics, competition orientation,the feature of events,and the needs of spectators. The study,based on the theory of media innovation and typical cases of media innovation in sports events,concluded the foundation,orientation,and core elements in designing of media innovation. The feature of different stages was summarized and the complete process of media innovation in sports events was formulated.
Media innovation in sports events is to apply the creative and original thinking into the practice of sports events communication. It is an innovative or creative strategy and design formulated by a comprehensive review of city characteristics, competition orientation,the feature of events,and the needs of spectators. The study,based on the theory of media innovation and typical cases of media innovation in sports events,concluded the foundation,orientation,and core elements in designing of media innovation. The feature of different stages was summarized and the complete process of media innovation in sports events was formulated.
引文
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[4]贾永,徐壮志,樊永强.创意改变传媒:媒体创意策划的理论与实践[J].中国记者,2010(3):37
[5]张林,李南筑,姚芹,等.上海市体育赛事发展定位研究[J].体育科研,2010(1):32
[6]Catherwood D,Van K R.The Complete Guide to Special Events Management:Business Insights,Financial Strategies from Ernest&Young,Advisors to Olympics,the Emmy Awards and the PGA Tour[M].New York:John Wiley&Sons,1992:1
[7]曹陇华,焦健,戴紫娟.从消费主义视角看新华社传媒转型[J].科学经济社会,2013(1):148
[8]Henry J.Convergence Culture:Where Old and New Media Collide[M].New York:New York University Press,2008:2
[9]中国网球公开赛体育推广有限公司.2011年中国网球公开赛赛事总结[R].2011:6
[10]刑虹文.新媒体环境下大学生的媒介使用与媒介信任:基于上海11所高校相关状况的分析[J].新闻记者,2013(8):66-70
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