大众传媒视野下农村体育信息传播的实证研究——以无极县东大户村为例  

Empirical Analysis of Sports Information Communication Effect by Mass Media in the Rural——Take the Dongdahu Village,Wuji County as an Example

作　　者：吴文峰[1] 翟从敏[2] 

机构地区：[1]天津体育学院体育文化传媒系,天津300381 [2]军事交通学院汽车指挥系,天津300161

出　　处：《北京体育大学学报》2012年第4期14-19,49,共7页Journal of Beijing Sport University

基　　金：2009年国家社会科学基金项目(课题编号:09BTY030)

摘　　要：运用问卷调查法、逻辑思维方法与传播学理论对大众传媒体育信息在传统农村的传播效果进行实证研究。结果发现,目前农村大众媒介消费总体水平仍然比较低,大众媒介使用能力弱,农民在对媒介内容的选择上也是偏向娱乐以及与其生活紧密相关的讯息。而大众传媒传播体育的目的以及所使用的符号体系与农民的信息需要并不一致。同时,大众传媒传播的体育与农民对体育的认识缺乏共通的意义空间。此外,农村的传播环境也制约了体育信息的传播。目前,利用大众传媒来改变广大农民传统的体育健身意识,还需要先改变大众传媒对农村问题的认识。By using the methods of questionnaire survey, logical analysis and cormnunication science theories, the influence of mass media on the sports activities of rural farmers was analyzed. The research showed that the overall level of consumption of mass media in rural areas is low. The media literacy is weak. The media content that farmers like is closely related with the entertainment and livelihood. The purpose of mass media communication as well as sports symbols was very different with the needs of the farmers. The meaning of mass media dissemi- nating about sports and the farmers understanding of sports are not on the same meaning space. In addition, the rural environment also restricts the dissemination of sports information. Therefore, it is not very realistic to change farmers＇ traditional sense of physical fitness by using the mass media at present. But selecting the appro- priate way of dissc^-ninating sports information to improve the situation is entirely possible.

关 键 词：大众传媒 农村 体育信息 效果 

分 类 号：G80-05[文化科学—运动人体科学]