CAJ | 학술논문

在对我国大型体育赛事媒介传播社的赛事环境、制度环境和消费环境进行阐释的基础上，基于利益相关者理论，对大型体育赛事媒介传播的相关利益主体进行分析。研究认为：政府兼具大型体育赛事媒介传播方向的引导者、传播公共服务的提供者角色；媒介是大型体育赛事媒介传播活动的信息交流中介和平台、议程设置的主体等；赛事组织者是举办赛事正向意义的倡导者、组织核心理念和赛事目标的传播者等；受众是大型体育赛事媒介传播活动开展的起点和归宿、媒介传播经济运行的驱动者等；赞助商是大型体育赛事持续发展的重要注资者、赛事规则与组织等演变的主要推动者等；赛事参加者应成为良好媒介形象的示范者、积极的媒介应对者、体育精神的直接诠释者。
재대아국대형체육새사매개전파사적새사배경、제도배경화소비배경진행천석적기출상，기우이익상관자이론，대대형체육새사매개전파적상관이익주체진행분석。연구인위：정부겸구대형체육새사매개전파방향적인도자、전파공공복무적제공자각색；매개시대형체육새사매개전파활동적신식교류중개화평태、의정설치적주체등；새사조직자시거판새사정향의의적창도자、조직핵심이념화새사목표적전파자등；수음시대형체육새사매개전파활동개전적기점화귀숙、매개전파경제운행적구동자등；찬조상시대형체육새사지속발전적중요주자자、새사규칙여조직등연변적주요추동자등；새사삼가자응성위량호매개형상적시범자、적겁적매개응대자、체육정신적직접전석자。
It expounds the event environment, institutional environment ana consumer environ-ment of media communication of China＇s major sports events. Basing on stakeholder theory, the stakeholders of media communication of major sports events are analyzed. It holds that, government is both the guider of media propagation direction, and the provider of public serv- ice; media is the platform of information exchange of major sports events, and the agenda set- ter; event organizer is an advocator for the positive significance of the event, and the commu- nicator of the organization＇s core philosophy; audience is the starting point and the end result of sport events, and the driver of economic operation; sponsorship is the injector of fund for sustainable development of major sports events, and the main promoter of the tournament rules and organizations; event participants should become a good demonstration of the media image, and a positive media response, and the direct interpreter of the spirit of sport.