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| 上海市大型体育赛事的媒介传播效果评估指标研究 |
| On the evaluation indices of the media communication efficiency of the major sports events in Shanghai |
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| DOI： |
| 中文关键词:上海 体育赛事 媒介 传播效果 评估指标 |
| 英文关键词:Shanghai sports events media communication efficiency evaluation index |
| 基金项目:2012年上海体育社会科学、决策咨询课题（TYSKYJ2012091） |
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| 中文摘要: |
| 基于大型体育赛事媒介传播效果的基本理论，在征询相关专家意见的基础上，综合运用文献资料法、德尔菲法等，构建上海市大型体育赛事媒介传播效果的评估指标体系，指导上海市大型体育赛事的相关主体（包括政府、赛事组织者、大众传媒、赛事参与者、受众等）为优化其媒介传播效果而应采取的措施，进而促进上海市大型体育赛事和大众传媒的良性互动发展。 |
| 英文摘要: |
| Based on the basic theories of media efficiency of major sports events and the opinions of the specialists, the author tries to establish an evaluation index system for Shanghai major sports events media efficiency with the methods of literature study and Delphi. It advises the relative main bodies of the major sports events (government, organizer, mass media, participants, audience, etc.) to take proper measures to optimize media efficiency so as to give an impetus to the sound interactive development of Shanghai major sports events and mass media. |
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