厦门马拉松、广州马拉松、深圳国际马拉松官方微信公众平台信息传播研究
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摘要
近年来我国马拉松赛事蓬勃发展,各个城市纷纷举办马拉松赛事,利用官方微信公众平台传播赛事资讯,服务跑者。以厦门马拉松、广州马拉松和深圳国际马拉松三家官方微信公众平台在赛前6个月和赛后3个月推送的信息为研究对象,运用文献资料法、内容分析法、比较研究法等其信息推送总量、信息主题、信息传播形式、互动情况等进行比较分析。研究发现,订阅号比服务号更适合马拉松赛事信息的传播;受众最关注赛事资讯的发布;存在的主要问题是信息推送频率低且不规律;推送时间不固定,个别推送时间不合理;赛时推送时效性不强;首页版块设置不完善;互动性不强,缺乏良好的沟通和交流。
In recent years,the marathon events developed vigorously. Many cities are scrambling to hold the marathon and the We Chat Official Accounts were used to deliver the information of the events and to serve the runners. In this paper,the information published by the three We Chat Official Accounts in Xiamen marathon,Guangzhou marathon and Shenzhen International Marathon in 6 months before the competition and 3 months after the competition were studied. The total amount of information,the information theme,and the form of information delivering of the three We Chat Official Accounts were analyzed by adopting the literature study,content analysis and comparison. It was revealed that the Subscription We Chat is more suitable for the spread of Marathon information than the Service Account; it is the events information of Marathon that the audience concerned about most; the main problems lie in the low and irregular information delivering frequency,the un-fixed delivering time,the low-quality of the layout of the home page,incomplete interaction between the users and the We Chat official accounts.
In recent years,the marathon events developed vigorously. Many cities are scrambling to hold the marathon and the We Chat Official Accounts were used to deliver the information of the events and to serve the runners. In this paper,the information published by the three We Chat Official Accounts in Xiamen marathon,Guangzhou marathon and Shenzhen International Marathon in 6 months before the competition and 3 months after the competition were studied. The total amount of information,the information theme,and the form of information delivering of the three We Chat Official Accounts were analyzed by adopting the literature study,content analysis and comparison. It was revealed that the Subscription We Chat is more suitable for the spread of Marathon information than the Service Account; it is the events information of Marathon that the audience concerned about most; the main problems lie in the low and irregular information delivering frequency,the un-fixed delivering time,the low-quality of the layout of the home page,incomplete interaction between the users and the We Chat official accounts.
引文
[1]龚媛媛.马拉松新时代(2)|中国田径协会发布2017马拉松年度报告:全年举办赛事1100场,参赛人次近500万[EB/OL].新华网,2018-01-25
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[2]陈小英,钟文波,赵瑞华,等.大型体育赛事媒体运行理论与实务[M].广州:暨南大学出版社,2013,28
[3]郭庆光.传播学教程[M].北京:中国人民大学出版社,2011,168
[4]王相飞,王真真.大型体育赛事微信传播研究[J].体育文化导刊,2017(3):6
[5]冀芳,张夏恒.微信公众平台传播效果评价研究[J].情报理论与实践,2015(12):80
[6]魏少华.社交媒体“话题”功能与大众体育的多元化传播——以马拉松微信公众号传播为例[J].郑州大学学报,2018(2):152
[7]陈浩.“微直播”在直播行业中的价值与定位研究[J].东南传播,2018(1):100
[8]汤婧玮.体育赛事的微信直播平台建设与对策研究——以2015长沙国际马拉松为例[D].西安:西安体育学院,2016:30-31