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| 我国主流体育媒体的对外传播研究——以YouTube央视体育频道为例 摘 要 作为我国文化发展的重要一环，体育在提升国家软实力，塑造我国国际形象以及扩大国际传播影响力等方面有着至关重要的作用。而YouTube作为国外著名视频社交网站，具有一定的传播影响力和用户基础，是适合我国进行对外文化传播的平台之一。本文以YouTube的央视体育频道为研究对象，利用“5W”传播模式分析发现YouTube的央视体育频道在内容和板块设计以及用户订阅数上已有一定的基础，但仍存在三点问题，1）内容发布照搬传播媒体，缺乏平台针对性特点；2）频道未突出中华民族传统体育版块，难以传播中国体育文化；3）用户评论偏少，视频传达率低。在此基础上，以央视体育频道为例，提出我国体育媒体的对外传播的发展建议。 关键词：对外传播；体育文化传播；视频社交网站；主流媒体 Abstract As an important part of China's cultural development,sports plays a vital role in enhancing the country'ssoft power, shaping China's international image and expanding international communication influence. As a well-known foreign video social networking site,YouTube has certain communication influence and user base, and is one of the platforms suitable for China's foreign cultural communication. This paper takes the CCTV sports channel of YouTube as the research object,using the "5W" communication mode analysis,and finds that the CCTV sports channel of YouTube has a certain foundation in the content and plate design and the number of user subscriptions, but there are still three problems: 1) the content publishing copy of the media, the lack of platform targeted characteristics; 2) the channel does not highlight the traditional Chinese sports section, it is difficult to spread 3) less user comments and low video transmission rate. On this basis, taking CCTV sports channel as an example,this paper puts forward suggestions on the development of China's sports media's external communication. Key words: External communication;Sports culture communication;Video social networking sites; Mainstream media |
