方格格1，2，胡世鑫3
(1.北京邮电大学 数字媒体与设计艺术学院，北京 102206；2.网络系统与网络文化北京市重点实验室，北京 102206；3.中山大学 新闻传播学院，广东 广州 510006)
摘 要：在新媒体环境下，体育新闻如何获得更佳的传播效果？媒体常需在报道重大赛事与讲述共情故事之间做出权衡。为探究最优新闻价值配比方案，通过实验法分析“亲近性”与“显要性”两个新闻价值要素对新闻可信度感知及在线传播效果的影响。结果显示，虽然亲近性与显要性都能提升体育新闻的传播效果，但二者的失衡会带来负面效果。即当一则体育新闻显要性很高但亲近性不足时，受众的可信度感知会显著降低，进而抑制其互动意愿。新闻可信度在此过程中起到关键的中介作用。基于新闻价值配比视角，通过实证分析把握体育新闻在线传播的最佳实践组合规律，研究认为体育新闻记者在追求重大主题报道的同时，需通过生动的细节与个人化的叙事来增强报道亲近性，以此夯实新闻的公信力根基，激发广泛的受众情感共鸣，从而有效传递体育赛事所蕴含的多元社会人文价值。
关 键 词：体育新闻；新闻价值；在线传播效果；实验研究；可信度感知
中图分类号：G80-05 文献标志码：A 文章编号：1006-7116(2026)01-0064-11
How do news values affect the online communication effects of sports news?
——An experimental study based on proximity and prominence
FANG Gege1, 2，HU Shixin3
(1.School of Digital Media and Design Art，Beijing University of Posts and Telecommunications，Beijing 102206，China；2.Beijing Key Laboratory of Network Systems and Network Culture，Beijing 102206，China；
3.School of Journalism and Communication，Sun Yat-sen University，Guangzhou 510006，China)
Abstract: How can sports news achieve more effective dissemination in the new media environment? Media outlets often need to strike a balance between covering major sporting events and telling empathetic stories. To explore the optimal mix of news values, this study experimentally analyzes the effects of these two key elements including proximity and prominence of news value on perceived credibility and online engagement. Findings reveal that while both proximity and prominence can enhance the impact of sports news, but their imbalance will lead to negative effects. Specifically, when a sports news story possesses high prominence but lacks proximity, the audience's perceived credibility significantly decreases, which in turn suppresses their intention to interact. Perceived credibility of news plays a crucial mediating role in this process. This study, from the perspective of news value combination, empirically identifies the optimal practical framework for the online dissemination of sports news, and suggests that while chasing for major themes, sports journalists must enhance the proximity of their reporting with vivid details and personalized narratives, so as to solidify the foundation of public trust, evoke broad audience empathy, and thereby effectively convey the diverse social and humanistic values embedded in sports events.
Keywords: sports news；news value；online communication effect；experimental study；credibility perception