国家社科基金资助期刊

教育部名栏建设入选期刊

中国高校百佳科技期刊

中文体育类核心期刊

中国人文社会科学核心期刊(AMI)

《中文社会科学引文索引》(CSSCI)来源期刊

RCCSE中国权威学术期刊

武汉体育学院学报 ›› 2024, Vol. 58 ›› Issue (12): 23-30.

• 体育人文社会学(教育部名栏) • 上一篇    下一篇

需求满足与商业创新:互联网时代体育传播的人性化趋势

付晓静1,2, 徐千禧1, 张德胜1   

  1. 1.武汉体育学院 新闻传播学院, 湖北 武汉 430079
    2.武汉体育学院 国家体育总局体育社会科学研究中心, 湖北 武汉 430079
  • 收稿日期:2023-03-04 修回日期:2024-04-27 出版日期:2024-12-15 发布日期:2024-12-26
  • 作者简介:付晓静(1976-),女,黑龙江鹤岗人,博士,教授,博士生导师。研究方向:体育传播。
  • 基金资助:
    国家社会科学基金项目(22BTY097);国家社会科学基金重大项目(21&ZD345)

Demands Satisfaction and Commercial Innovation: Anthro-potropic of Sports Communication in Internet Era

FU Xiaojing1,2, XU Qianxi1, ZHANG Desheng1   

  1. 1. School of Journalism and Communication, Wuhan Sports Univ., Wuhan 430079, China
    2. Center for Sports Social Science Research of the State General Administration of Sport, Wuhan Sports Univ., Wuhan 430079, China
  • Received:2023-03-04 Revised:2024-04-27 Online:2024-12-15 Published:2024-12-26

摘要:

媒介技术的进步改变了体育传播的发展逻辑和演进路径,结合保罗·莱文森提出的人性化趋势理论,提出体育传播的发展是为了满足体育用户的观赏需求、体验需求、健康需求和交流需求。人性化趋势下,体育传播中的商业逻辑也不断创新,走向深度数字化的直面消费者(DTC)模式,构建“内容服务社交”三位一体的“互联网+”体育平台,连接微力量激发边缘创新,借助算法深度开发体育迷需求,最终在社会关系层面和技术物质层面连接“体育与人”。

关键词: 体育传播, 人性化趋势, 需求满足, 商业逻辑, 体育与人

Abstract:

The progress of media technology has subverted the development logic and evolution path of sports communication. Based on the anthro-potropic theories by Paul Levinson, this paper argues that the relevant development of technology is to respond to the human needs and to meet the trend of humanization. New technologies, especially artificial intelligence technology, further meet the users’ needs for viewing, experience, health and communication. Under the trend of anthro-potropic, the business logic in sports communication is innovating,moving towards the direct-to-consumer (DTC) model, building an “Internet+” sports platform integrating content, service and socialization functions, connecting micro-power to stimulate marginal innovation,and algorithms to deeply develop the needs of the sports fans so as to connect sport and the human beings at the socio-relational level and the technical-material level.

Key words: sports communication, anthro-potropic, need satisfaction, business logic, sports and the human being

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