奥运夺冠短视频的新媒体传播与国家认同构建——以2016年里约奥运会为例  

Construction of new media communication and national identity of Olympic championship short video:A case study of Rio Olympic Games in 2016

作　　者：周金钰 王相飞[1] 王真真[1] 延怡然 ZHOU Jin-yu;WANG Xiang-fei;WANG Zhen-zhen;YAN Yi-ran(Wuhan Institute of Physical Education,Wuhan 430079,Hubei,China)

机构地区：[1]武汉体育学院

出　　处：《山东体育学院学报》2019年第4期19-25,共7页Journal of Shandong Sport University

基　　金：国家社科基金项目“大型体育赛事的新媒体传播与国家认同构建研究”(15BTY091)

摘　　要：体育活动是构建民族国家自我认同的重要途径,目前短视频是体育信息传播的方式之一,对国家认同的构建具有重要作用。选取里约奥运会我国26个夺冠项目的短视频为研究对象,运用符号学、框架理论等,采用文本分析方法,总结夺冠短视频构建国家认同的机制与框架。夺冠短视频的新媒体传播在构建国家认同构建中存在如下问题:碎片化打破集体记忆的叙事逻辑;互联网时代下夺冠短视频的仪式化解构危机;过度商业化运作有碍国家认同建构功能的发挥等问题。研究认为:未来我国大型体育赛事夺冠短视频的新媒体传播应该以里约奥运会我国夺冠短视频的新媒体传播报道为鉴,重视夺冠短视频资源的整合,加强夺冠短视频传播中的舆论监测,以及平衡好夺冠短视频中商业性广告的比重,进一步发挥夺冠短视频在新媒体传播中构建国家认同的价值。Sports activities are an important way to construct national self-identity. At present, short video is one of the ways of sports information dissemination, which plays an important role in the construction of national identity.The short video of China's26 winning events in the Rio Olympic Games was selected as the research subject. Semiotics, framework theory and text analysis methods were used to summarize the mechanism and framework of the short video winning events to construct national identity.The new media communication of short video has the following problems in the construction of national identity: fragmentation breaks the narrative logic of collective memory;The ritualized deconstruction crisis of short video in the Internet era;Excessive commercial operation hinders the development of national identity construction function and other problems.Study shows that the future of China's large-scale sports event title short video of the new media should win our short video in Rio Olympic Games as a new media coverage, attach great importance to the title short video resources integration, strengthen the title short video transmission of public opinion surveillance, and balance the title short video in the proportion of commercial advertising, further play the title short video in new media, and build the value of national identity.

关 键 词：国家认同 新媒体传播 短视频 里约奥运会 

分 类 号：G80-056[文化科学—运动人体科学]