本文關(guān)鍵詞： 網(wǎng)絡(luò)輿論 運(yùn)動(dòng)員 形象傳播 影響 應(yīng)對(duì)策略　出處：《成都體育學(xué)院》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：在網(wǎng)絡(luò)時(shí)代的大背景下，公眾已從傳統(tǒng)媒介時(shí)代被動(dòng)的信息接收者轉(zhuǎn)變?yōu)橹鲃?dòng)的信息發(fā)布者。網(wǎng)絡(luò)輿論在繼承傳統(tǒng)輿論的特點(diǎn)的同時(shí)，也延續(xù)了網(wǎng)絡(luò)的優(yōu)勢(shì)，逐漸成為人們參與政治、經(jīng)濟(jì)、文化、體育等社會(huì)生活的主要渠道。網(wǎng)絡(luò)輿論在人們的生活方式、生存狀態(tài)以及思維觀念的變化中起到了重要而復(fù)雜的作用。網(wǎng)絡(luò)輿論是由網(wǎng)民在一定時(shí)間空間范圍內(nèi)所發(fā)表的普遍意見和言論所構(gòu)成，由于網(wǎng)絡(luò)具備的零門檻準(zhǔn)入特性，因此網(wǎng)絡(luò)輿論被視為公眾的思想和觀點(diǎn)的代表，對(duì)社會(huì)生活具有重要的影響力。 隨著我國(guó)體育事業(yè)的快速發(fā)展以及運(yùn)動(dòng)成績(jī)的不斷提高，作為刻苦訓(xùn)練、在競(jìng)技賽場(chǎng)上為國(guó)爭(zhēng)光的特殊群體，運(yùn)動(dòng)員及其形象也越來越受到公眾和媒體的關(guān)注。而網(wǎng)絡(luò)技術(shù)的發(fā)展和普及，使得網(wǎng)絡(luò)輿論對(duì)運(yùn)動(dòng)員的影響也變得越發(fā)強(qiáng)大。了解網(wǎng)絡(luò)輿論對(duì)運(yùn)動(dòng)員形象傳播的重要影響，，并積極維護(hù)運(yùn)動(dòng)員的自身形象，進(jìn)而推動(dòng)體育運(yùn)動(dòng)的發(fā)展，已成為運(yùn)動(dòng)員和體育行政管理部門所關(guān)注的重要議題。 網(wǎng)絡(luò)輿論在運(yùn)動(dòng)員形象的傳播過程中發(fā)揮著重要作用。網(wǎng)絡(luò)輿論在傳播運(yùn)動(dòng)員的正能量、促進(jìn)運(yùn)動(dòng)員形象多元化解讀等方面起到了積極作用。與此同時(shí)，網(wǎng)絡(luò)輿論也對(duì)運(yùn)動(dòng)員形象傳播帶來了不可避免的負(fù)面效應(yīng)，網(wǎng)絡(luò)輿論的匿名性、擴(kuò)散性的特點(diǎn)讓運(yùn)動(dòng)員形象在一定情況下得不到真實(shí)、客觀的傳播。此外，網(wǎng)絡(luò)輿論中常常充斥著針對(duì)運(yùn)動(dòng)員的妖魔化、扭曲解讀以及刻板印象，也使公眾對(duì)運(yùn)動(dòng)員形象的理解造成偏差。本文通過探討網(wǎng)絡(luò)輿論在運(yùn)動(dòng)員形象的傳播中所起到的正面、負(fù)面效應(yīng)，從不同角度深入剖析網(wǎng)絡(luò)輿論和運(yùn)動(dòng)員形象之間的內(nèi)在關(guān)系和二者之間存在種種矛盾的原因，并就如何在網(wǎng)絡(luò)輿論的環(huán)境下維護(hù)運(yùn)動(dòng)員的良好形象提出有效的應(yīng)對(duì)策略。
[Abstract]:In the background of the network age, the public has changed from passive information receiver to active information publisher in the traditional media era. While inheriting the characteristics of traditional public opinion, the network public opinion also continues the advantages of the network. Gradually becoming the main channel for people to participate in political, economic, cultural, sports and other social life. Internet public opinion in people's way of life, The state of existence and the change of thinking concept play an important and complicated role. Public opinion on the network is composed of the general opinions and opinions expressed by netizens within a certain time and space, because of the zero-threshold access characteristic of the network. Therefore, network public opinion is regarded as the representative of public thoughts and views, and has important influence on social life. With the rapid development of our country's sports cause and the continuous improvement of our sports achievements, as a special group of hard training and winning honor for our country in the athletic field, The development and popularization of network technology make the influence of network public opinion on athletes become more and more powerful. And actively maintain the image of athletes, and then promote the development of sports, has become an important issue of concern to athletes and sports administrative departments. Network public opinion plays an important role in the dissemination of athletes' image. Network public opinion plays a positive role in spreading athletes' positive energy and promoting the interpretation of athletes' image. The network public opinion also brings the inevitable negative effect to the athlete image dissemination, the network public opinion anonymity, the diffusive characteristic causes the athlete image under certain circumstances not to be true, the objective dissemination. In addition, Public opinion on the Internet is often filled with demonization, distortion and stereotype of athletes, which also causes deviation in public understanding of the image of athletes. This paper discusses the positive effect of network public opinion on the dissemination of athletes' image. Negative effects, from different angles, in-depth analysis of the network public opinion and the image of athletes between the inherent relationship and the existence of various contradictions between the reasons, And how to maintain the good image of athletes under the environment of network public opinion is put forward.
【學(xué)位授予單位】：成都體育學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：G206

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