| （上海体育学院 体育人文学院，上海 200438） 摘 要：旨在探究德国电视媒体促进德国足球发展的基础以及具体表现形式，为中国电视媒体更好、更快推动中国足球发展提供参考。研究认为：德国兼具“双轨制”和“独立性”特征的电视制度，为电视媒体促进足球发展提供了制度保障；德国公法、私营电视二者工作的核心目标使得德国电视媒体与足球的“联姻”成为一种必然；德国电视机构支付的转播费用可维护其足协独立性，并为德甲低票价、高上座率提供可能；电视媒体在监督德国足球发展的同时，以为民众提供真实、可靠的足球信息为己任。建议：适当引入良性竞争机制，从而提升职业联赛电视转播费用与宣传力度，以及民众获得足球信息的真实度；需要适度公开节目制作过程以及向公众解释节目的相关政策，培养“批判型受众”；需强化社会责任意识，以民众为本，保证传播信息的真实、可靠。 |
MA Yang
| （School of Sports Humanities，Shanghai University of Sport，Shanghai 200438，China） Abstract: The purpose of this paper is to probe into measures taken by German TV media to boost German football development and their specific forms of expression, so as to provide a reference for Chinese TV media to boost Chinese football development in a better and quicker way. Through his study the author put forward the following opinions: In Germany, the TV system characterized with “twin system” and “intendancy” provided system assur-ance for TV media to boost football development; the core objectives of operation of public and private TVs in Germany made the “marriage” between German TV media and football become inevitable; broadcasting fees paid by the German TV organization maintained the independency of the football association, and provided a possibility for low ticket prices and high audience attendance rates in German Bundesliga; TV media considered it as their own responsibility to provide real and reliable football information for the public while monitoring German football de-velopment. The author offered the following suggestions: appropriately introduce a benign competition mechanism, so as to boost professional league TV broadcasting fees and promotion, and the realness of football information ob-tained by the public; moderately open program making processes and explain program related policies to the public, cultivate “critical audience”; enhance the awareness of social responsibility, enhance the realness and reliability of communicated information based on the interest of the public. |
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