基于创新扩散理论的我国大众体育电视节目研究

首都体育学院硕士学位论文基于创新扩散理论的我国大众体育电视节目研究姓名：黎彬申请学位级别：硕士专业：体育人文社会学指导教师：李捷20100601I17CSM12348305IIABSTRACTAsarisingstyleofTVprograms,themasssportsTVprogramshavekeptincreasingstrongly.Itmeetstheneedsofaudiencesandstimulatestheirenthusiasm.Thereisnodoubtthatitisasuccessfulcombinationofsportsandentertainments.‘OlympicSprint’isamasssportsTVprogramwhichhascausedwideconcernbecauseofits’seventeenchampionsinaudiencerating.BuildingthemodelsandanalyzingthefactorsofthemasssportsTVprograms’innovationanddiffusionbyacasewilloffersomereferencesformasssports’promotion.TherearesomedeficienciesinthispaperOwingtothefactthatthemasssportsTVprogramisstillanoveltyandsomedatacannotbegotten.ThedataofthispaperisfromCSM.Byusingthemethodsofdocumentation,statisticalapproachandinterviewingexperts,thispaperanalysesthemainfactorswhichcanbringoninnovationanddiffusionforthemasssportsTVprograms.Asacaseofthispaper,theoperationof‘OlympicSprint’ispublishedinthispaper.Thecalculationswereasfollows:1.WhatthedefinitionofmasssportsTVprogramisakindofsportsTVprogramwhichisbroadcastedbytelevision,containsmanyfitnessmodes,showsbytheM.C.andtheelites.2.TypicalimitatingisthemainmodewhichcanleadinnovatingforthemasssportsTVprograms.IndependentinnovationofourmasssportsTVprogramsisbuiltoncopyrightexchangefromoversea.3.TheSeparationofProgramProductionfromBroadcastingandthetopTVstationsisthebestdiffusingchannelthemasssportsTVprogramsinourcountry.Specializationandbrandingisthekeyofdiffusingchannel.4.InChina,peoplewholikewatchentertainmentprogramsarealsolikewatchsportsprograms.8:30pmisthepeaktimeofaudienceratingfromMon.toFri.ineveryweek.Buttheaudienceratingishigherontheweekend.EventscanalsoimpactthearrangementofTVprogram.5.Media-orientedsportsisthetheorytobuildthesocialsystemforthemasssportsTVprograms’diffusion.AndthepoliciesofcultureindustryofferedsomeopportunitiestothemasssportsTVprograms.KeyWords:DiffusionofInnovations,masssportsTVprogram,OlympicSprint1211.1.1.200411936196420801993199417%4.9%1995200013.2%21.—[M].:,2006:1292.[J]..2000,10:44-4521.2.1.2.1.1.2.2.31.3.1231.4.31.4.1.43.:··[M].:,2007:444.[M]..:,2004:1845··619687D.HaroldD.Lasswell1948TheStructureandFunctionofCommunicationinSociety5WWhoSayWhatInwhichchannelTowhomWithwhateffects15W81910196019801914192719371942-1945•19471948195419601968197219721971970195019401920193029M.EverettM.Rogers5·.[M].,.:,1999:5756·,·.:[M].,:,2004:107·,·.[M]..:,1987:78.[M].:,2008:229,.[M].:,1985:2545DiffusionofInnovationsS10SS113121310.[M].:,,2007:19411·,·.[M]..:,2006:9512.[M]..:,2000:1313,.:[M]..:,2000:2356145154161.4.2.114·M..()[M]..:,2002:515·,·.[M]..:,2006:98-9916·A·,·L·.[M]..:,2004:1187171819——,,2021217.[J]..2008,1:72-7318.[J]..2008,4:3219,.[J]..2007,11:40-4220.——[J]..2008,5:11921.[J]..2006,5:63-638-22A-D23,2425322,.[J]..2007,5:30-3223.“”[J]..2006,1:30-3224.[J]..2006,10:2825.[J]..2008,3:47926271.4.3.1282926,.[J]..2008,3:8327,.[J]..2007,3:6728,,.[M].:.2006:829,.[M].:.2007:710302CNKI1980-200820004086%9%19952254019962064051999873362603.5%1993199417%4.9%1995200013.2%3132330,.:[J]..2007,5:9-1331.[J]..2000,10:44-4532,.[M].:.2004,224-2251133200868460%534:20083533.:[J]..2008,9:8-934.[J]..2008,9:18-2035.:[J]..2008,1:9712210036371.4.4.38394036.[J]..2008,10:9537.[M].:.2006,239-25238.—[J]..2008,7:439.[M].:,2006:1140.[M].:,2007:21-22134121241,.[M].:.2005:36142.2.1.2.2.2.2.1.CSM2.2.2.CSM4[]100%=100%1=100%4%15=1000%100%=%%)1002.2.3.1163.3.1.3.1.1.42432080443.1.2.4542,.[M].:.1999:22043.2004[M].:.2004:144,,.[M].:.2002:10945.[M].:.2004:9917CSM15811516246A040100A040200A040300A040400A040500A040600A040700A040800A040900A041000A041100A041200A041300A041400A041500A049900CSM46184A27B84C54DB3C2D4754847.[M].:.2007:10648.[M].:.2007:104193203.2.3.2.1.3.2.1.1.80901998TF13.2.1.2.RealityTV4949,.:[M].:.2007:1211999EndemolBigBrotherCBS2000SurvivorNBCDonaldTrump2000502000200620084513.2.1.3.50.[J]..2005,7:14-1851.[J]..2009,1:152-15322420+28+5012006220063200642008233.2.1.4.124C246523.2.2.99.89%32.4127385352.[J]..2006,09:37-3953.2007[M].:.2008:525,3.2.2.1.Commission20001227GoldenEagleBroadcastingSystem:GBS19931997(2000)2000122720026TV2653.2.2.2.2003200872003-20085454:CSM2762008551800-24001CCTV-325.9427.37212.9013.103CCTV-7.326.144CCTV-65.034.815CCTV-23.895.636CCTV-42.252.1171.781.4481.761.2591.421.00101.181.10200813.10%200820082020081964.43%1055:CSM287200856%1CCTV20081333.0221282.913CCTVCCTV-31242.814CCTV-31122.545CCTV-3902.056CCTV-6871.987841.9082008811.849CCTV-3&CCTV-4781.7610731.6511CCTV-3671.5112CCTV-3&CCTV-631.4413CCTV-6551.24146+1CCTV-2531.2015511.1616CCTV-6481.0817430.9718400.9019CCTV-3390.8820CCTV-3370.85=56:CSM293.2.3.3.2.3.1.1200395%18.7%857N=500(N=500)(N=500)6.7%5.1%2.8%5.2%22.6%43.0%37.1%30.8%47.7%46.8%38.4%45.3%23.0%14.0%21.7%18.7%257:CSM30200725-544-141200010203040506070804-1415-2425-3435-4445-5455-6465600601-12001201-20002001-35003501%8200758200720081700-180020301700-00095958:CSM59:CSM3120082008102008603.2.3.2.:CSM2008200860:CSM321120086120081712.292%622-312633.2.4.3.2.4.1.61:CSM62:CSM63:CSM333.2.4.2.3.2.4.3.20084343.3.Frank.M.BassBassDiffusionModel3.3.1.1111N