| （武汉体育学院 期刊社，湖北 武汉 430079） 摘 要：随着互联网技术的快速发展及智能终端网民用户规模的不断增长，人与人之间的关系更多的表现为复杂、交叉、多元的网状关系，由此促进了体育赛事社群传播模式的产生。对体育赛事社群传播模式形成过程中各个阶段所表现的特征、机制、驱动力、社交行为的发生，以及传播过程中应采取的措施进行初步探讨。体育赛事社群初步形成基于体育粉丝团体组织的建立。体育赛事社群传播模式经历需求驱动、社会化传播、体系联结、社群扩展等阶段。无论是在体育社群形成的任何阶段、采用任何模式发展、传播任何内容，都会涉及到积极引导受众触发各种社交动作进行社群传播，通过不同的社交圈进行分享和互动。这就迫切需要媒体在进行体育赛事传播时重视社交的传播方式，并采用各种手段和方法，以促使各种社交行为的发生。 |
WANG Xiang-fei
| （Periodical Press，Wuhan Sports University，Wuhan 430079，China) Abstract: With the rapid development of internet technology and the constant growth of the size of intelligent ter-minal internet users, the relationship between people is increasingly presenting a complex, crossing, multi-elemental reticular relationship, which hence promotes the generation of a mode of sports event community communication. The author preliminarily probed into the characteristics, mechanism, driving forces and occurrence of social behav-iors shown at various stages in the process of formation of the mode of community communication of sports events, as well as measures which should be taken in the process of communication. The initial formation of communities of sports events based on the establishment of sports fan group organizations. The mode of community communica-tion of sports events goes through stages such as demand driving, socialized communication, system linkage, com-munity expansion etc. No matter at which stage of sports community formation, which mode is adopted for devel-opment, what content is communicated, it will always involve in actively guiding the audience to trigger various so-cial cultural actions for community communication, and to share and interact through different social circles. This urgently needs the media to pay attention to the way of socialized communication and use various means and meth-ods while carrying out sports event communication, so as to promote the occurrence of various social behaviors. |
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