【摘要】 5G时代体育文化传播将呈现出新业态,体育文化传播内容呈现出个性化与多元性、对量和质的关注、本土体育文化传播的内外和线上线下交织的特征;体育文化传播主体呈现出非官方主体和官方主体各领风骚的欣欣向荣之态、受众主体突出的特征;体育文化传播媒介呈现出万物互联、沉浸式体验的特征。同时,5G时代体育文化传播面临新的伦理困境,包括技术嵌入下的人本偏离,具体为数字化个体模糊个体的主体地位、劣势群体面临进一步的数字鸿沟、个人私密细节性信息的泄露风险;技术满足下的马太效应,具体为小众体育文化的弱势性、个性化推荐下的局限性、技术沉浸凌驾于体育;技术沉浸下的身体缺席,具体为虚拟类体育的新发展、受众信息反馈线上化;资本嵌入下的外在冲击。多元碰撞中的体育文化传播双向调适、伦理交融下体育文化传播的内律外规、技术理性中的体育本质与精神的把握将是数字化"新文明"中的体育文化传播伦理重构的基本脉络。更多还原

【Abstract】 The dissemination of sporting culture in the 5 G era will present new formats. The content of sporting culture dissemination will show individuality and diversity,attention to quantity and quality,and be featured by both internal and external,online and offline dissemination of local sporting culture;both major official and unofficial players of sporting culture dissemination will play a vital role. The sporting culture media will be characterized by the Internet of everything and immersive experience. At the same time,the dissemination of sporting culture in the 5 G era will face new ethical dilemmas,including 1)the human deviation under technology,specifically,the digital individual blurring the subject status of the individual;disadvantaged groups facing further digital divides and the risk of leakage of private information;2)the Matthew effect under satisfaction with technology,specifically,the weakness of niche sporting culture,the limitations of personalized recommendations,technical immersion over sports;3)the absence of the body under technical immersion,specifically,the new development in virtual sports,and online information feedback from the audience;4)the external impact of embedded capital. The two-way adjustment of the dissemination of sporting culture amid cultural diversity,the internal and external rules for sporting culture dissemination under ethical integration,and the understanding of the nature and spirit of sporting culture in technical rationality will be the basic context for reconstructing sporting culture dissemination ethics in the digital “new civilization”.更多还原