媒介事件视域下电子竞技赛事的品牌建构路径研究——以KPL为例
Research on the Brand Construction Path of E-Sports Events from the Perspective of Media Events—A Case Study of KPL

亚运会中电竞赛事的成功举办再次印证电子竞技赛事在“数字中国”战略中的地位不断提升，通过观察法与文本分析法对KPL赛事的品牌建构过程进行分析，从而得到媒介事件品牌塑造的两条路径：媒介事件建构主体的主动塑造及受众的自我赋能。媒介事件的建构主体主要分为官方和第三方平台，他们对事件发生的时间与场景进行选择性呈现，利用多模态的路径通过时空塑造、声浪制造共同打造集体记忆，塑造KPL的形象；KPL等电竞赛事能够通过弹幕、投票与赠礼等仪式手段构建情动空间，并通过文本语言及叙事方式进一步集纳观众、影响观众，使其通过自我赋能的方式进一步促动媒介事件影响力的扩大。此次研究较深层次地探讨了观众、主办方及第三方平台分别在事件中所处的位置：主办方可以被视为媒介事件的初期建构者，在整个过程中起主导、控制作用；观众是事件的中坚推动者，而第三方平台作为二级建构者，不仅链接了主办方与观众，还促使媒介事件增势。
The successful holding of e-sports events in the Asian Games once again confirms the continuous improvement of the status of e-sports events in the “Digital China” strategy, and analyzes the brand building process of KPL events through observation method and text analysis method, so as to obtain two paths of media event branding: the active shaping of media event construction subjects and the self-empowerment of audiences. The construction subjects of media events are mainly divided into official and third-party platforms, which selectively present the time and scene of the event, and use multimodal paths to jointly create collective memory and shape the image of KPL through time-space shaping and sound wave production. KPL and other e-sports events can build emotional space through ritual means such as barrage, voting and gifts, and further gather and influence the audience through text language and narrative, so that they can further promote the expansion of the influence of media events through self-empowerment. This study explores the positions of the audience, the organizer and the third-party platform in the event at a deeper level: the organizer can be regarded as the initial constructor of the media event, playing a leading and controlling role in the whole process; the audience is the backbone of the event, and the third-party platform, as the secondary constructor, not only links the organizer and the audience, but also promotes the momentum of the media event.