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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/21357
標題: | 是報導、還是行銷:分析新聞媒體如何報導路跑活動 News Report or Marketing: The Analysis of road Running Reports in Media |
作者: | Jui-Min Liu 劉瑞敏 |
指導教授: | 林照真(Chao-Chen Lin) |
關鍵字: | 路跑,馬拉松,公益路跑,體育新聞,運動商業化, road running,marathon,sport news,commercialization of sport, |
出版年 : | 2019 |
學位: | 碩士 |
摘要: | 自2013年起,台灣的路跑活動急遽的成長,包括了休閒為主的主題性路跑,或是以競技為主的馬拉松比賽,2015年的場次更是達到巔峰,也讓許多人注意到路跑所蘊含的產值以及發展性。近幾年隨著路跑熱潮退燒,已不復以往場場秒殺的盛況。但越來越多跑者往更高的目標邁進,也促進了台灣的路跑朝特色化、專業化發展。
體育新聞報導也跟隨著路跑的熱潮影響了相關新聞的數量,目前的新聞報導仍著重在賽事本身,包括路跑活動的介紹、比賽結果,即佔了報導量的一半。除此之外,名人消息、企業公益也是媒體較常做為主軸的報導內容,顯見目前的報導仍未能提供讀者較深入路跑產業且專業的分析。 另一方面,在分析結果也顯示新聞媒體常以知名人物代表作為消息來源,例如政府、名人和企業。作為社會公器的媒體,在新聞中應如何拿捏報導的標準,避免成為行銷的利器,顯然目前仍有些困境需要解決。 Road running including marathon had been popular sport event since 2013 in Taiwan. There were more than 600 road running races in 2015, also it was the most popular period. After joining all kinds of road running, some runners quit. Although road running nowadays is not as popular as before, there are still many runners keeping running and they want to archive better ambitions. Compare to previous years, numbers of marathon are increasing. As same as the growth of road running, the number of relative reports is increasing. However, readers can read only little information about road running from the news report. They can't acquire professional information through media. Analysis shows the major topic is the race itself. Most of the information surrounds with the introduction and the result of the road running. It is not sufficient for readers to understand the whole industry about road running. Besides, the major news sources are the government, celebrity and business. It seems famous people are easier to become news sources. Journalists meet the limits to report road running in Taiwan. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/21357 |
DOI: | 10.6342/NTU201903001 |
全文授權: | 未授權 |
顯示於系所單位: | 新聞研究所 |
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ntu-108-1.pdf 目前未授權公開取用 | 2.62 MB | Adobe PDF |
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