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北京奥运会媒体传播带来的国际盛宴,给中国体育传媒自身的生存和发展空间带来了商机,同时也与现代“碎片化”发展态势发生碰撞。运用文献资料、因素分析和网络查询等研究方法,直面北京奥运和“碎片化”两种语境,认为:体育项目多样化、社会阶层碎片化、体育受众碎片化、体育媒体碎片化,更加细分了媒体受众,给传统体育媒体发展带来压力,却为新兴媒体新一轮的体育传播带来了机遇,“分众”与“定向”成为体育传媒必须面对的问题;跨媒体扩张“一体化”运作,跨行业扩张“多业经营”、公众责任担当应是体育传媒发展的重中之重;同时,新兴移动互联网和农民工手机报也应成为体育传媒今后开拓的领域之一。
The international feast brought about by the media coverage of the Beijing Olympic Games has brought opportunities to China’s sports media for its own survival and development space as well as its collision with the development trend of modern “fragmentation.” Using the methods of literature, factor analysis and online inquiry, we can see that in the context of Beijing Olympic Games and “Fragmentation ”, we think that the diversification of sports items, the fragmentation of social strata, the fragmentation of sports audience, the fragmentation of sports media, More subdivided the media audience, bringing pressure on the development of traditional sports media, but for the new media a new round of sports has brought opportunities for sports, “Focus ” and “Orientation ” has become a problem the sports media must face ; Cross-media expansion “integration ” operation, cross-industry expansion “multi-industry operation ”, public responsibility should be the top priority of sports media development; the same time, mobile Internet and migrant workers should also be mobile phone newspaper Sports media one of the areas to open up in the future.