新媒体时代中国冰雪运动文化传播的机遇、困境及路径  

Opportunities, challenges and paths for Chinese winter sports culture communication in the new media age

作　　者：俞鹏飞[1] 王庆军[1] YU Peng-fei;WANG Qing-jun(School of Physical Education,Nanjing Normal University,Nanjing 210023,China)

机构地区：[1]南京师范大学体育科学学院

出　　处：《体育学刊》2020年第1期19-24,共6页Journal of Physical Education

基　　金：国家社会科学基金项目“2022年冬奥会奥林匹克教育模式的构建研究”(17BTY052);国家社会科学基金项目“‘互联网+’时代中国民族传统体育国际化传播研究”(16BTY110)

摘　　要：运用文献资料、文本分析、归纳和演绎法探究新媒体时代冰雪运动文化的传播机遇、现实困境以及发展路径。研究发现,新媒体在拓宽冰雪运动文化传播的主体和用户面,延展传播渠道和形式,增强传播话语方面提供重要机遇。同时,新媒体时代本身的碎片传播、恶搞叙事以及内容泛滥等传播模式,也冲击冰雪运动文化传播的传播力、影响力和效果力。基于此,提出新媒体时代中国冰雪运动文化传播的路径:打造冰雪运动传播平台,塑造品牌赛事增强用户黏度;细分用户精准传播,彰显不同地区冰雪文化特色;创新理念增强趣味,构建冰雪运动文化产业链。By means of literature data,text analysis,induction and deduction,the authors explored opportunities,realistic difficulties and development paths for winter sports culture communication in the new media age,and revealed the following findings:new media provide important opportunities for expanding the subject and user scopes of winter sports culture communication,extending communication channels and forms,and enhancing communication discourse;in the mean time,communication forms of the new media age itself,such as fragmental communication,spoof narration and content inundation etc.,also impact the power of communication,influence and effect of winter sorts culture communication.Based on these,the authors put forward the following paths for Chinese winter sports culture communication in the new media age:build a winter sports communication platform,shape brand events and enhance user royalty;refine user precise communication;highlight different regional winter culture features;innovate in conceptions and enhance interest,build a winter sports culture industry chain.

关 键 词：体育传播学 冰雪运动文化 新媒体时代 2022北京冬奥会 

分 类 号：G80-05[文化科学—运动人体科学]