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

Abstract

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

CLC Number:

G80-056

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.

References

[1] Publicis Media. Over quarter of the world population watched PyeongChang 2018 broadcast coverage. International Olympic Committee releases the report: Global Broadcast and Audience Report,Olympic Winter Games PyeongChang 2018.[EB/OL].(2018-06)[2023-01-02].https://stillmed.olympic.org/media/Document%20Library/.
[2] 央视网. 北京冬奥会全球观众超20亿！国际奥委会发布《北京冬奥会市场营销报告》[EB/OL].(2022-10-21)[2023-01-02].http://news.cctv.com/2022/10/21/ARTI1l48LQHT05gIwXqDA79X221021.shtml.
[3] 郭晴,黄敬意.新时代媒介体育消费研究报告——以2019年女足世界杯中国消费者为例[J].河北体育学院学报,2021,35(1):18-25.
[4] BROWN KA, BILLINGS AC, DEVLIN M, et al.Rings of fandom: Overlapping motivations of sport, Olympic, team and home nation fans in the 2018 winter Olympic games[J]. Journal of Broadcasting & Electronic Media, 2020, 64(1):20-40.
[5] TANG T, COOPER R.Predicting changing media use patterns via Mega Events: an examination of multi-screen viewing during the 2016 Rio Olympics[J].International Journal of Sport Communication, 2017,10(4):531-549.
[6] BILLINGS AC, BROWN-DEVLIN N, BROWN KA, et al. When 18 days of coverage is not enough: A six-nation composite of motivations for mobile media use in the 2018 Winter Olympic Games[J]. Mass Communication and Society, 2019, 22(4):535–557.
[7] GANTZ W. An exploration of viewing motives and behaviors associated with television sports[J]. Journal of Broadcasting & Electronic Media, 1981, 25(3):263-275.
[8] CHENG CHEN,OLIVIA COHEN, S.SHYAM SUNDAR. Differentiating problematic from habitual instagram use: a uses and grats 2.0 perspective[J].Social Media + Society, 2022, 8(3):1-14.
[9] RUGGIERO TE.Uses and gratifications theory in the 21st century[J]. Mass Communication & society,2000, 3(1):3-37.
[10] SUNDAR SS, LIMPEROS AM. Uses and grats 2.0: New gratifications for new media[J]. Journal of Broadcasting and Electronic Media, 2013,57(4):504-525.
[11] GANTZ W, WENNER LA, CARRICO C, et al. Televised sports and marital relationship[J]. Sociology of Sports Journal, 1995,12: 306–323.
[12] 托马斯·霍尔基.德国的体育与媒介:德国足球与体育媒介的里程碑和基本事实[J].成都体育学院学报,2016,42(2):1-7.
[13] BILLINGS AC, BROWN KA, DEVLIN M, et al. 5, 535 hours of impact: Effects of Olympic media on nationalism attitudes[J]. Journal of Broadcasting & Electronic Media, 2013,57(4):579–595.
[14] BRAVO GA, WON D, LEE C. Team USA and the 2010 FIFA World Cup: An examination of TV fans viewing intention[J]. International Journal of Sport Management and Marketing, 2013, 14:169–187.
[15] GIGLIETTO F. Second screen and PoliticalTalk-Shows: Measuring and Understanding the Italian Participatory Couch Potato[J]. selected papers of internet research, 2013.
[16] JI Q, RANEY AA. Morally judging entertainment: A case study of live tweeting during‘Downton Abbey’[J]. Media Psychology, 2015, 18(2):221-242.
[17] SCHALLHORN C, KNOLL J, SCHRAMM H. Girls just want to have fun? Sex differences in motives of watching the FIFA World Cup and the UEFA European Championship[J]. Sport in Society, 2017, 20:1118–1133.
[18] DRAPER K, MAHESHWARI S. How many people are watching the Olympics? NBC uses a tricky head count.[EB/OL].(2018-02-13)[2023-01-02]https://www.nytimes.com/2018/02/13/sports/olympics/olympics-nbc-viewers-digital.html.
[19] TANG T, CHRISTIANA S, QING G, et al. The world is watching Women’s Soccer: audiences’ multiplatform experience during the World Cup[J].International Journal of Sport Communication, 2022,15:127-138.
[20] 柯惠新, 王兰柱.媒介与奥运(雅典奥运篇)——一个传播效果的实证研究[M].北京:中国传媒大学出版社, 2006: 19-30.
[21] 郭晴,王宏江,苏林森,等.北京奥运媒介舆论引导效果研究[J].体育科学,2008(5):12-17.
[22] 王兰柱.跨媒体传播中的受众选择——以奥运跨媒体传播为例[J].现代传播,2009(5):38-42.
[23] 李芳亚.伦敦奥运会背景下的国家认同研究——以中国为例[D].成都:成都体育学院,2015:1-3.
[24] 唐雨晴, 郭晴.个体选择与结构因素:2019年女足世界杯中国受众媒介使用行为分析[J].成都体育学院学报, 2020, 46(5):59-66.
[25] 吉登斯·安东尼. 社会的构成:结构化理论纲要[M].李康,李猛,译.北京:生活·读书·新知三联书店,1998.524-525.
[26] DEVLIN MB, BILLINGS AC, BROWN KA. Interwoven statesmanship and sports fandom: World Cup consumption antecedents through joint lenses of nationalism and fanship[J]. Communication & Sport,2017, 5(2):186-204.
[27] GANTZ W, WANG Z, PAUL B, et al. Sports versus all comers: Comparing TV sports fans with fans of other programming genres[J]. Journal of Broadcasting &Electronic Media, 2006,50(1):95-118.
[28] SCHALLHORN C, KNOLL J, SCHRAMM H. Girls just want to have fun? Sex differences in motives of watching the FIFA World Cup and the UEFA European Championship[J]. Sport in Society, 2017, 20:1118-1133.
[29] CHEN GM. Tweet this: A uses and gratifications perspective on how active Twitter use gratifies a need to connect with others[J]. Computers in Human Behavior,2011, 27(2): 755–762.
[30] KATZ E, BLUMLER, JG, GUREVITCH M. Utilization of mass communication by the individual[A]//In J. G. Blumler & E. Katz (Eds.). The uses of mass communications: Current perspectives on gratifications research. London:Sage,1974:19-32.
[31] WANN DL. Preliminary validation of the sport fan motivation scale[J]. Journal of Sport & Social Issues, 1995,19(4):377–396.
[32] DWYER B, KIM Y. For love or money: Developing and validating a motivational scale for fantasy football participation[J].Journal of Sport Management, 2011,25(1):70–83.
[33] DWYER B, SHAPIRO, SL, DRAYER J. Segmenting motivation: An analysis of fantasy baseball motives and mediated sport consumption[J]. Sport Marketing Quarterly, 2011,20:129–137.
[34] 冯瑞.体育迷的身份认同维度研究[J].成都体育学院学报, 2014, 40(11):50-55.
[35] COOPER R, TANG T. Fans, nonfans, and the olympics: predictors of audience's multiplatform experience with the 2008 Beijing Games[J]. Mass Communication & Society, 2012,15:506-524.

Individual Perspective: Research on Media Consumption of Beijing Winter Olympics

PDF (PC)

Knowledge

Abstract

Cite this article

share this article

References

Related Articles 9

Recommended Articles

Metrics

Comments

[1]	HUANG Lu, ZENG Yunjing, LIU Bo. What Are We Talking about When We Talk about Eileen Gu——Topic Mining Based on the Social Media Comments of Eileen Gu Winning the Beijing Winter Olympics [J]. Journal of Chengdu Sport University, 2023, 49(4): 33-39.
[2]	LIANG Xiangzi, LIU Haihai. From "Emotional Massage" to "Emotional Consumption": Research on the Meme Communication of Short Videos of 2022 Beijing Winter Olympic Games [J]. Journal of Chengdu Sport University, 2023, 49(2): 24-29.
[3]	ZHANG Rongzi, LIANG Yuan, LI Shuwang, LI Jinglv. ETPB-based Research on Continuous Participation Intention of Volunteers in Sports Events [J]. Journal of Chengdu Sport University, 2023, 49(2): 30-36.
[4]	YANG Guoqing. Study on Xi Jinping's Important Speeches and Statements on 2022 Beijing Winter Olympic Games [J]. Journal of Chengdu Sport University, 2022, 48(1): 1-7.
[5]	ZHONG Xin, JIANG Xiancheng. Global unity, multi-level dialogue, and emotional resonance: Tone, path, and vision of international communication for the 2022 Beijing Winter Olympics in the digital era [J]. Journal of Chengdu Sport University, 2022, 48(1): 14-20.
[6]	WANG Xiangyu, GAO Yang. Research on Volunteer Recruitment for Beijing 2022 Winter Olympics [J]. Journal of Chengdu Sport University, 2021, 47(3): 36-43.
[7]	TANG Yuqing, GUO Qing, CHEN Changjie. Individual Choice and Structure Restriction: The Influencing Factors of Media Use of Chinese Audiences during the 2019 FIFA Women's World Cup [J]. Journal of Chengdu Sport University, 2020, 46(5): 59-66.
[8]	XU Ziqi, SUN Baoli, DONG Xiaoyan. Exploration on the Realization of the Urban Heritage Vision of Beijing Winter Olympics under the "Sustainability Strategy Framework" [J]. Journal of Chengdu Sport University, 2020, 45(4): 89-94.
[9]	SUN Caihong. Study on Regulating Audience’s Behavior to Break CBAPlaying Order [J]. Journal of Chengdu Sport University, 2017, 43(4): 23-27.