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采用文献资料法和逻辑分析法,以2010年温哥华冬奥会和南非世界杯的电视转播为例,对体育赛事电视转播受众的收视动机进行分析。在强制式解读和协调式解读的语境下,受众的收视动机主要可以分为情感动机、认知动机、行为与社会动机三大类。在对抗式解读的语境下,受众还有相应的收视动机。
By using the methods of literature review and logic analysis, this paper analyzes the motive of audiences’ TV viewing in sports events by using the Vancouver 2010 Olympic Games and the World Cup in South Africa as an example. In the context of compulsory interpretation and coordination interpretation, the audience’s motivation for viewing can be divided into emotional motivation, cognitive motivation, behavior and social motivation. In the context of adversarial interpretation, the audience also has a corresponding motivation for viewing.