覃莹莹 邓艳香 何静芳 薛崴月 肖程伟 伍小羽 王雪冰

摘  要：运用内容分析、实地调查等研究方法，从传播学的5W理论切入，探究广西高校校园体育赛事在推广主体、内容、媒介、受众、效果上的特征及影响赛事发展的因素。主要结论：高校校园体育赛事推广主体各部门协调不完善;推广内容不够全面，同质化严重，缺乏创新;各推广媒介优势不突出、特色不明显;推广受众参与及热情程度随年级的增长而递减;新媒体线上互动效果欠佳。建议：加强PGC推广主体管理建设;加强推广内容创新、合理增加体育人文精神报道比例;加强传播媒介的特色化建设;通过创新赛事举办形式，加强体育意识教育等提高受众参与热情;提升赛事报道内容质量及媒介发言人的新闻素养，人性化互动内容。

关键词：广西高校  5W理论  校园体育赛事

中图分类号：G80                                    文献标识码：A                       文章编号：2095-2813（2019）09（b）-0217-06

Abstract： By using field investigation， content analysis and other research methods， and starting from the 5W theory of communication， this paper explores the characteristics of campus sports events in Guangxi colleges and universities in terms of promotion subject， content， media， audience and effect， as well as the factors affecting the development of sports events. Main conclusion： the coordination among different departments of the event promotion subject is not perfect; promotion content is not comprehensive and homogenization is serious， lack of innovation;the advantages and characteristics of the promotion media are not prominent; the degree of audience participation and enthusiasm decreases with the grade growth; the online interaction effect of new media is not good enough. Suggestions： strengthen the management of PGC promotion subject; Strengthen the content innovation and increase the proportion of sports humanistic spirit report reasonably; enhance the characteristic construction of the media;improve the enthusiasm of the audience by innovating the form of the event， strengthening the sports awareness education and so on; improve the quality of the content released by the event and the news literacy of the media spokesmen， as well as humanized interactive content.

Key Words： Guangxi colleges and universities; 5W theory; Campus sports events

校園体育赛事的举办在促进校园体育文化建设、丰富师生体育文化生活、提升高校师生对运动竞赛的热情度、参与度等方面具有重要意义。但目前来看，高校师生参与体育赛事的热情并不高，高校校园体育赛事需要通过有效的推广传播策略才能让更多受众了解并让受众参与其中。5W理论展现了传播活动的流程、要素及核心环节，它是传播学研究的基础[1]，传播模式如图1所示。在信息技术高速发展的今天，5W传播模式有了新的特征，传播主体分为了两大类，由专业媒体人或专业团队在……