我国社会转型期体育媒体化现象解析

【作者】 王庆军；

【导师】 季宗绍；

【作者基本信息】 南京师范大学 ， 新闻学， 2007， 硕士

【摘要】 同任何文化形态一样，作为一种社会文化现象的体育，其生存和发展需要媒体的传播。尤其在大众传播时代，体育的传播和发展已离不开媒体，媒体也离不开对体育的报道。体育运动通过传媒通道，被输送到处在不论远近的大众日常生活之中，而媒体又借助于体育运动的魅力，吸引着无以计数的“眼球”。然而，随着媒体与体育二者关系的不断演化，当下体育新闻传播已表现出一些新的特征——体育媒体化现象。所谓“体育媒体化”是指将体育现象中经选择过的形象及信息等内容制作为媒体体育作品：体育消息、体育评论、体育专题、广播或电视体育竞赛现场直播或实况转播、广播或电视体育杂志栏目、体育纪录片以及体育广告等，再呈现给大众的过程。简言之，把体育的部分形象及信息等内容转化为媒体文本的过程，即体育媒体化。这一过程体现在体育通过媒体这一中介传播时，对媒体特性的依赖、妥协，以及表现出来的深刻的媒体印记。使得人们通过媒体而看到的体育呈现出：竞技化、符号化、精英化、明星化、娱乐化、戏剧化、男性化、暴力化、仪式化、全球化等特征。体育媒体化现象是特定社会发展时期媒体与体育之间关系的极端表现形态，是在商业化背景下两者关系发展的历史必然，有一定的合理性，也产生了一些积极的效果。但其体现了媒体商业化和体育精英化以及体育商业化三者的“共谋”，违背了社会责任论的精神，导致了体育的改写及其社会效益的异化。文章运用文献资料、传播学的基本理论、观察法和逻辑分析法等，在多元视角下对我国社会转型期媒体体育传播问题进行了分析、研究，提出了体育媒体化概念，解析了体育媒体化现象的成因，指出了当下媒体体育传播运作过程中效果的积极与消极，并为改进和完善我国媒体体育传播提供了理论依据。更多还原

【Abstract】 Physical education is one kind of social culture phenomenon. Like any other cultural shape, its survival and development needs the media dissemination, especially in the mass media dissemination time. Physical education’s dissemination and development can’t get away from the media, nether is the media. Through the media channel, physical education is transported to our daily life, no matter far or near. At the same time, the media draws our uncountable eyeballs with the help of the charm of physical education. However, along with continuously evolving of their relationship, news dissemination of physical education has already expressed a new characteristic: media--physical education phenomenon.Media-physical education means that the image and information of physical education phenomenon is chosen for the media physical education work: the sports news, the sports commentary, the sports topic, the broadcast, the live broadcast of sports competition, the television sporting magazine column, the sports documentary film and the sports advertisement and so on. In short, some physical education images and information are transformed as the media text process, namely media-physical education. This process manifests that when physical education is disseminated through media, its dependence and compromise of the media characteristics is appeared. Through the media, physical education presents: the tournament turns, the sign turn, the elite turn, the star turn, the amusement turn, the drama turn, the man turn, the violent turn, the rites turn, the globalization turn and so on.. Media-physical education phenomenon is the extreme performance shape of the relationship between physical education and the media. Media-physical education phenomenon is the historical necessity in the commercialization background. Media-physical education phenomenon has produced some positive results. But media-physical education stands for the interest of the media commercialization, the sports outstanding persons and the sports commercialization. That has violated the spirit of social responsibility and has caused sports rewriting and the unusual condition of physical education in social beneficial results.The literature material, the dissemination elementary theory, the method of inspection and the logical analytic method are all used in this paper to analyze and research the media physical education dissemination in social transition period. The concept of media-physical education is proposed. The origin of media-physical is analyzed. The positive and the negative of media physical education dissemination are pointed out. The theory basis is provided to improve our country’s media sports dissemination in this paper.更多还原