试论社交媒体在体育宣传中的运用与规制
Use and Regulate of Social Media in Sports Publicity

摘要：体育宣传是体育事业的重要组成部分，有新闻报道、活动传播、符号传播、宣传片、广告和出版物等方式。随着媒介形态的革新，社交媒体也加入体育宣传工作战线，且功能日益凸显。在文献研究的基础上，以体育宣传中的社交媒体为研究对象，希望达到两个研究目的：一是社交媒体会给体育宣传带来哪些变化，二是目前政府或体育组织在运用社交媒体进行体育宣传时措施和规制是什么。研究发现：社交媒体迥异于传统媒体的介质特性将会给体育宣传带来话语方式、基础作业单位和信息形态的改变；面对这些变化，体育宣传主体随谋而动积极利用社交媒体：制定相关政策法规、组织传播与个人传播并举、创新技术手段，但在整合多种力量方面还有待改善；为防范社交媒体信息传播失当，发生侵权行为，必须对社交媒体进行规制，但除了制定政策法规，在更深层次的法律层面、技术层面尚需完善。研究社交媒体在体育宣传中运用与规制，为提升体育宣传能力提供理论支持和实践路径。
Abstract: Sports publicity is an important part for sport, and it includes press, activity communication, symbol communication, propaganda film, advertisement and?publication. With the?innovation of media form, social media has become a part of sports publicity and increasingly important. Based on the method of literature review, this paper took social media in sports publicity as study subject. This study has two research purposes. One is what change will be brought by social media to sport publicity; the other is what are the?measures and?regulations when government or sport organization using social media to sports communication. The results showed that social media has different characteristics with traditional media which has brought some changes in discourse power, operation unit, and information form to sport publicity. Facing these changes, publicity objects have used social media actively. They drafted relevant policies and regulations, played the organizational communication and?personal communication?functions and created new technology. But they still need improve their ability of multi-party integration. In order to prevent negative information communication and tort by social media, sports official departments must regulate social media. Besides making laws and policies, legal and technical regulations are equally important. This paper also provided theoretical support and practical path for promoting sports publicity ability