学 校 代 码 10459 学号或申请号
密 级
硕 士 学 位 论 文
体育舆论环境的正导向策略研究
作 者 姓 名： 导 师 姓 名： 学 科 门 类： 专 业 名 称： 培 养 院 系： 完
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摘要
摘要
体育舆论是舆论的一个分支，它是多数人对新鲜的、有争议的体育事实表达的各种评价性意见。这些意见或理智，或偏激，代表着一定时间和范围内一定公众相对一致的共识，能够对体育事态的发展产生一定的影响。当下，我国体育舆论呈现出多元化、复杂化；娱乐化、媚俗化；分众化、小众化；理智成份弱，非理智成份占主导等特征，同时也表现出了一些不利的负面功能，这不仅阻碍了我国体育事业的健康发展，而且也对我国的精神文明建设造成了不利的影响。综合采用文献法、对比法以及定性分析法等研究方法对体育舆论的相关概念、存在的形态、特点以及其功能的进行了理论阐述。基于对体育舆论环境的详细研究，探究体育舆论环境的正导向策略。试图为净化中国体育舆论环境以及探究正导向策略提供一定的理论基础。
研究结果表明：我国的体育舆论环境在总体上比较宽松，但这种宽松的背后也存在着过于随意，不负责任的现象，同时，信息时代的体育舆论环境已经发生了新的变化，这为我们进行体育舆论引导提出了新的挑战。体育舆论与体育舆论环境是一个国家体育总体实力的重要组成部分，要想实现我国由体育大国向体育强国的实质性转变，提高体育舆论质量，做好体育舆论导向，营造良好的体育舆论氛围势在必行。
关键字：体育舆论；体育舆论环境；正导向；策略
Abstract
Abstract
Sports public opinion is a branch of public opinion, it is the majority of people of various evaluation on controversial sports facts fresh, the opinion expression. These opinions or reason, or radical, represents a certain time and a certain range of public relative consensus, can produce certain effect to the development of sports events. At present, our country sports public opinion show diversity,complexity; entertainment, vulgarization; demassify,minority; rational ingredients weak, non ration alingredients dominant characteristics, but also show some negative function unfavorable, which not only hinders the healthy development of sports in our country, but also the adverse effects of the construction of spiritual civilization of our country. The comprehensive use of literature method, comparison method, qualitative analysis method to study the sports opinion related concept, form,characteristics and the function of the theory expounded.A detailed study on sports public opinion environment based on positive guidance of public opinion research,strategy of sports environment. Attempts to provide a certain theoretical basis for the purification of Chinese sports public opinion environment and explore the positive orientation strategy.
The research results show that: China's sports environment of public opinion in general more lenient, but this loose there exists too casually, and irresponsible phenomena, the information age, the sports media environment has had the new change, this for our sports public opinion guide presents new challenges. Sports sports public opinion and public opinion environment is an important part of national sports overall strength, to achieve our substantive change by sports country to a sports power, improve the quality of sports public opinion,do sports guidance of public opinion, to create a good sports atmosphere of public opinion is imperative
key words : sports; Public opinion; The environment
目录
目 录
1 绪论.................................................................................................................... 6
1.1 选题依据................................................................................................. 6 1.2 文献综述................................................................................................. 8
1.2.1国外文献综述............................................................................... 8 1.2.2国内文献综述............................................................................... 9 1.3 研究方法............................................................................................... 10
1.3.1文献法......................................................................................... 10 1.3.2对比研究法................................................................................. 10 1.3.3定性研究法................................................................................. 11
2 体育舆论的基本理论阐释.............................................................................. 12
2.1体育舆论的本体研究............................................................................ 12
2.1.1概念界定..................................................................................... 12 2.1.2体育舆论的三种存在形态......................................................... 13 2.1.3体育舆论的主要特点................................................................. 18 2.2体育舆论的功能研究............................................................................ 22
2.2.1 体育舆论社会功能溯源............................................................ 22 2.2.2体育舆论的具体功能................................................................. 24 2.3 体育舆论环境....................................................................................... 30 3 体育舆论环境的正导向策略研究.................................................................. 32
3.1体育新闻媒介在体育舆论产生的正向引导........................................ 32
3.1.1面对情绪型舆论：冷静应对，理智引导................................. 32 3.1.2面对讯息形态的舆论：以准确权威的讯息应对模糊的讯息. 32 3.1.3 面对观念形态的舆论：提供符合一般社会规范的参照系.... 33 3.1.4面对行为舆论：扶植正面行为抑制负面行为......................... 34 3.2 体育媒介做好体育舆论导向，营造良好体育舆论氛围的具体措施35
3.2.1坚持党性原则和正面引导原则，综合分析，宏观把握......... 35 3.2.2 突破狭隘的体育胜负观，弘扬体育本质精神........................ 36
目录
3.2.3 保证体育信息的及时准确，坚决避免虚假消息带来的舆论震荡.................................................................................................................. 36
3.2.4 针对不同的受众群实施不同的引导策略，提高引导效果.... 37
4 结语.................................................................................................................. 38 参考文献.............................................................................................................. 40 致谢...................................................................................................................... 41