个体视角:北京冬奥媒介消费研究——基于使用与满足理论

doi:10.15942/j.jcsu.2024.01.008

成都体育学院学报 ›› 2024, Vol. 50 ›› Issue (1): 61-71.doi: 10.15942/j.jcsu.2024.01.008

• 体育人文社会学：后冬奥专题研究 • 上一篇下一篇

个体视角:北京冬奥媒介消费研究——基于使用与满足理论

王晓梅¹, 唐雨晴², 郭晴³

1.浙大城市学院新闻与传播学院,浙江杭州 310015;
2.湘南学院体育学院,湖南郴州 423043;
3.浙大城市学院新闻与传播学院,浙江杭州 310015

收稿日期:2023-08-28 修回日期:2023-11-15 出版日期:2024-01-15 发布日期:2024-02-19
通讯作者: 郭晴,教授,博士生导师,研究方向:国际传播、体育传播、公共关系;E-mail: 654317314@qq.com。
作者简介:王晓梅,副教授,博士,研究方向:传播心理、传播效果;E-mail:wangxiaomei@zucc.edu.cn。
基金资助:
国家社科基金重大项目“新时代媒体融合推进北京冬奥精神传播研究”(22&ZD314);京杭大运河文化研究院2022年开放课题资助“智媒时代信息传播的用户驱动因素及信息设计”。

Individual Perspective: Research on Media Consumption of Beijing Winter Olympics

WANG Xiaomei¹, TANG Yuqing², GUO Qing³

1. School of Journalism and Communication, Hangzhou City University, Hangzhou Zhejiang 310015;
2. School of Physical Education, Xiangnan University, Chenzhou Hunan 423001;
3. School of Journalism and Communication, Hangzhou City University, Hangzhou Zhejiang 310015

Received:2023-08-28 Revised:2023-11-15 Online:2024-01-15 Published:2024-02-19

摘要/Abstract

摘要： 文章基于个体视角,采用使用与满足理论,对2022年北京冬奥会中国受众进行问卷调查,分析了中国受众北京冬奥会媒介消费行为与动机。结果发现:(1)审美动机是国内受众进行媒介体育消费的主要动机,新媒体技术成为了使用与满足的可供性来源;(2)在冬奥会的媒介消费上受众是自己的“媒介经理”,受众的选择主动性和媒介消费方式的组合性和多样性凸显;(3)媒介技术发展、迷身份和对报道客体的态度极大影响了冬奥媒介消费,奥运迷独立于体育迷;(4)受众在北京冬奥会的媒介消费行为与平昌冬奥会有较大差异,但是电视依然是使用量最大的媒体。本研究的发现不仅对理解大型体育赛事的受众具有一定启发,同时也在实践层面上提示国际奥委会及其相关机构应重视受众在媒介消费上的自主行为,在细分不同迷身份的基础上制定差异性的营销和内容开发策略,并继续重视电视的影响力。

关键词: 北京冬奥会, 媒介消费, 使用与满足, 受众, 动机

Abstract: Based on the individual perspective and using the use and satisfaction theory, a questionnaire survey was conducted to analyze the media consumption behaviors and motives of Chinese audiences for the 2022 Beijing Winter Olympics. The results show that: (1) aesthetic motivation is the main motivation for domestic audiences to consume media sports, and new media technology has become the available source of use and satisfaction; (2) audiences are their own "media managers" in the media consumption of the Winter Olympics, which highlights audience's initiative of choices and the combinability and diversity of media consumption modes; (3) Media technology, fans' identity, and attitude towards news coverage greatly influence Winter Olympics media consumption, and Olympic fans are independent of sports fans; (4) The media consumption behaviors of the audience in the Beijing Winter Olympics differ greatly from those in the Pyeongchang Winter Olympics, but television remains the most widely used media. The findings of this study are not only instructive for understanding the audiences of major sports events, but also suggest on a practical level that the IOC and its related organizations should pay attention to the autonomous behavior of audiences in media consumption, develop differentiated marketing and content development strategies based on the segmentation of different fan identities, and continue to pay attention to the influence of television.

Key words: Beijing Winter Olympics, media consumption, use and satisfaction, audience, motive

中图分类号:

G80-056

王晓梅, 唐雨晴, 郭晴. 个体视角:北京冬奥媒介消费研究——基于使用与满足理论[J]. 成都体育学院学报, 2024, 50(1): 61-71.

WANG Xiaomei, TANG Yuqing, GUO Qing. Individual Perspective: Research on Media Consumption of Beijing Winter Olympics[J]. Journal of Chengdu Sport University, 2024, 50(1): 61-71.

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链接本文: https://cdtyxb.cdsu.edu.cn/CN/10.15942/j.jcsu.2024.01.008

https://cdtyxb.cdsu.edu.cn/CN/Y2024/V50/I1/61

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个体视角:北京冬奥媒介消费研究——基于使用与满足理论

Individual Perspective: Research on Media Consumption of Beijing Winter Olympics

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