武汉体育学院学报
武漢體育學院學報
무한체육학원학보
JOURNAL OF WUHAN INSTITUTE OF PHYSICAL EDUCATION
2014年
7期
21-24,59
,共5页
全运会%公众形象%受访者%价值定位%媒体服务%频数分析
全運會%公衆形象%受訪者%價值定位%媒體服務%頻數分析
전운회%공음형상%수방자%개치정위%매체복무%빈수분석
National Games%public image%interviewer%value orientation%media service%frequency analysis
从传播学和公共关系学视阈出发，围绕公众形象的构成要素，即本位理念、行为传播和认知评价3个维度设计调查问卷，对第12届辽宁全运会的公众形象进行了调查和实证分析。调查结果显示，公众认为辽宁全运会存在价值定位尚不明确、行政干预过度、体制不健全、监督机制缺乏、媒体服务缺失导致媒体报道议程设置片面等问题。针对这些问题，提出了塑造和提升全运会公众形象的相关建议，即：重构全运会价值定位，推行全民全运；推动全运会赛事赛制改革，弱化全运会成绩考核；重视媒体服务，集合媒体进行报道策划；提高运动员和裁判员素质，强化规则意识；与市场接轨，使全运会总体效益达到最大化。
從傳播學和公共關繫學視閾齣髮，圍繞公衆形象的構成要素，即本位理唸、行為傳播和認知評價3箇維度設計調查問捲，對第12屆遼寧全運會的公衆形象進行瞭調查和實證分析。調查結果顯示，公衆認為遼寧全運會存在價值定位尚不明確、行政榦預過度、體製不健全、鑑督機製缺乏、媒體服務缺失導緻媒體報道議程設置片麵等問題。針對這些問題，提齣瞭塑造和提升全運會公衆形象的相關建議，即：重構全運會價值定位，推行全民全運；推動全運會賽事賽製改革，弱化全運會成績攷覈；重視媒體服務，集閤媒體進行報道策劃；提高運動員和裁判員素質，彊化規則意識；與市場接軌，使全運會總體效益達到最大化。
종전파학화공공관계학시역출발，위요공음형상적구성요소，즉본위이념、행위전파화인지평개3개유도설계조사문권，대제12계료녕전운회적공음형상진행료조사화실증분석。조사결과현시，공음인위료녕전운회존재개치정위상불명학、행정간예과도、체제불건전、감독궤제결핍、매체복무결실도치매체보도의정설치편면등문제。침대저사문제，제출료소조화제승전운회공음형상적상관건의，즉：중구전운회개치정위，추행전민전운；추동전운회새사새제개혁，약화전운회성적고핵；중시매체복무，집합매체진행보도책화；제고운동원화재판원소질，강화규칙의식；여시장접궤，사전운회총체효익체도최대화。
Questionnaires were designed on the basis of communication and public relation theories .Social orientation ,be-havior communication and cognitive evaluation were investigated to see how the 12th National Games built its public image . It was found that the masses thought that the 12th National Games did not have clear value orientation ,perfect system ,or good supervision mechanism .The lack of media service led to the biased agenda setting of media reports .There was too much governmental interference .To optimize the overall benefits of the National Games ,it was necessary to re -build the value orientation ,promote further sports for all ,reform the competition system ,focus less on the final performances ,fo-cus more on the media service ,help train the athletes and the coaches better ,and go to the market .
