以体育赛事在互联网的传播为出发点,根据传播学、社会学、文化学、符号学的基本原理,运用文献研读、逻辑分析等方法,从国家政策、媒介技术、传播市场、受众群体等方面对互联网体育赛事传播现状进行分析.主要结论:体育赛事传播中,新媒体与传统媒体走向融合;"互联网+"时代体育赛事传播过程具有碎片化、数字化、交互化、即时化、全息化的特征;在发展路径上,赛事资源趋向整合,受众体验逐步提升,产业链条日臻完善.%Focusing on the dissemination of sporting events on the Internet, according to the basic principles of communication studies, sociology, cultural science, semiotics and with the methods of literature study and logical analysis, this paper has analyzed the present situation and problems of sports events dissemination on the Internet from the viewpoints of national policy, media technology, market and audience. It is concluded that in the sports communication, new media and traditional media begin to converge; in the era of "Internet plus", sports events communication process has fragmented, digital, interactive, instant, and holographic characteristics;in the development path, sport events tend to integrate resources, the audience experience gradually increase, and industry chain is gradually perfected.
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