中国体育全媒体传播发展报告（2023）
书 名： 中国体育全媒体传播发展报告（2023）
英 文 名： REPORT ON THE DEVELOPMENT OF SPORTS ALL-MEDIA COMMUNICATION IN CHINA （2023）
作 者： 张盛 著
I S B N： 978-7-5228-2578-6
丛 书 名：
关 键 词： 体育全媒体传播 媒介化体育 主流媒体建设 媒体融合
出版时间： 2023年11月
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中文摘要
在全球体育经历了世纪疫情冲击，北京冬奥会、冬残奥会向世界展示体育强国崭新形象的背景下，我国体育全媒体传播格局经历了前所未有的变化，这一变化不仅改变了体育融入经济社会发展和个人身心发展的方式，而且将对我国体育传媒业发展和国际传播能力建设产生深远影响。在体育强国建设上升为国家战略、媒体融合进入系统性升级阶段的背景下，从内容、形态、运营和保障等层面审视体育全媒体发展的总体态势具有十分重要的现实意义。
本报告系统分析了2021年至2022年我国体育全媒体传播的发展现状。东京奥运会、北京冬奥会以及卡塔尔世界杯等大型国际体育赛事的举办极大地促进了体育全媒体传播的实践创新。大数据、人工智能等技术加速了体育全媒体传播的生态演变，推动了新型主流媒体建设与媒体融合发展齐头并进，促进了电子竞技等新兴产业快速发展。虚拟现实、机器人播报、元宇宙互动传播等智能媒介产品正式进入体育全媒体传播实践，技术迭代助力体育全媒体传播业态更新，UGC、AIGC等新兴内容生产模式和MCN、“体育+”等商业运营模式应运而生。
我国体育全媒体传播呈现新的发展趋势，从适配性“融合”到目的性“聚合”的体育内容生产机制创新将成为发展着力点，从“信息内容供给”到“体育品牌塑造”的价值观传播将成为发展关键点，媒介化体育将成为我国国际传播能力建设和效力检验的重要赛道。
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