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珍惜全运会的明星效应(海河夜话)

2017-09-04 05:20:50   中国青年网

“明星效应”给全运会带来了关注度的提升,这种号召力不仅拉动了票房,也在一定程度上改变着全运会的形象

踏入本届全运会的游泳赛场,有种置身演唱会的错觉。现场轮番播放时尚歌曲,狂热的粉丝团呐喊声不断。9月3日,当孙杨、宁泽涛两大“网红”运动员相继登场,现场气氛更是达到白热化。论火爆程度,乒乓球赛场也不遑多让,此前张继科的助威团引发了本届全运会第一个观赛高潮,简直是“抢头条”的节奏。

尽管一些粉丝团观赛如同追星,但“明星效应”给全运会带来的关注度提升,对这项综合性赛事未尝不是好事。以往多年,冷清的看台、大量的赠票、缺少人气的比赛,给全运会打上了“关起门自娱自乐”的标签。而今,新一代运动员经由新媒体的传播,吸引了大量年轻受众,这种号召力不仅拉动了票房,也在一定程度上改变着全运会的形象。

如果说“明星效应”对群众基础深厚的项目算是锦上添花,那么对小众项目几乎就是雪中送炭。在全运会场地自行车赛场,大部分观众冲着奥运冠军钟天使而来,或许很多人对比赛规则、战术玄机不甚了解,但所谓内行看门道、外行看热闹,赛场因为明星有了人气,意味着增加了项目普及的机会。

“明星效应”既是现代职业体育发展的根本之道,也是综合性运动会的立身之本。作为一个经营了58年的中国体育品牌,全运会依然承担着资源配置、培养后备力量等竞技体育杠杆作用,但同样不能忽略赛事品牌建设和商业价值开发。全运会改革的主线是“全民”,除了设项上拓展群众参与的渠道之外,充分借助“明星效应”探索办赛模式的优化,也将为这项老牌赛事注入澎湃的元气。

打破专业体育的传统思维,跳出“金牌游戏”的封闭圈子,如今已成为全运会转型发展的共识。百姓口味、市场需求、媒体兴趣、赛会魅力……这些昔日没有充分开掘的元素,越来越决定着全运会的未来。孙杨就表示,本届全运会游泳比赛打破了以往国内比赛的传统出场方式,有音乐、有灯光,让运动员和现场观众都很兴奋。类似这样的有益尝试,在全运会赛场多多益善。

当然,并非每个赛场都有明星运动员“撑场面”,全运会比赛冷热不均的状况依然存在。对于冷门项目,培养公众的观赛兴趣,需要项目推广常态化,仅靠四年一届的全运会很难担此重任,但全运会至少可以做到,尽量按照市场规律提升赛事服务品质,让走进赛场的人获得精神愉悦和满足感。唯如此,才不辜负“全民全运”的期望。

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