符号消费与社会共谋:体育明星人设的生成、维持与崩塌  

Symbol Consumption and Social Collusion: The Formation, Maintenance and Collapse of Sports Stars

作　　者：於振鹏 李江[2] 何满龙[1] YU Zhenpeng;LI Jiang;HE Manlong(Public Sports Department,Anshan Normal University,Liaoning 114005,China;Jilin Sport University,Changchun 130022,China)

机构地区：[1]鞍山师范学院公体部,鞍山114005 [2]吉林体育学院,长春130022

出　　处：《体育与科学》2020年第3期43-49,共7页Sports & Science

摘　　要：消费时代对体育明星符号化的生产与建构,在将体育明星符号商品价值最大化的同时也带来了危机和挑战。本文对体育明星人设生成、维持与崩塌逻辑进行研究,认为:(1)体育明星人设的生成是社会标签外化,特定时期伦理价值和消费符号互构的产物,表现为体育明星作为一种符号再现构成了记忆的符码,是消费社会抽象系统的符号化产物;体育明星人设的泛娱乐化传播是后现代集体欢腾的结果;社会角色期许与自我呈现趋同促成了体育明星人设生产的过程;(2)体育明星"人设"维持的根本在于自我呈现、媒体和粉丝三者之间的张力平衡,表现为体育明星的"舞台呈现"具有期限性特征,竞技能力的保持是自我价值呈现的关键;传媒对体育明星符号的编码和解码在维持明星人设的同时也主导着娱乐资本的价值走向;粉丝是体育明星人设产业链条上活跃的意义产消者和风向标;(3)体育明星人设崩塌近乎常态化趋势,表现为竞技运动的不可预测性促使体育明星人设危机呈现高风险特征;共识性的情感体验是体育明星人设维持的基础,负性张力外溢则会导致人设崩塌并出现社会认同危机。system of consumption society;the pan-entertainment communication of the sports stars is the result of the post-modern collective exultation;the convergence of social role expectation and self-presentation promotes the production process of the sports stars’personal design.(2)The maintenance of sports stars’"human design"lies in the balance of tension among self presentation,media and fans,which shows that sports stars’"stage presentation"has the characteristics of time limit,and the maintenance of competitive ability is the key to self value presentation;the coding and decoding of sports stars’symbols by media also leads the value trend of entertainment capital while maintaining star’s human design;Fans are the active producers,consumers and weathervane in the personal design industry chain of sports stars.(3)The collapse of sports stars is close to the trend of normality,which shows that the unpredictability of competitive sports makes the crisis of sports stars appear high-risk characteristics;the consensus emotional experience is the basis of the maintenance of sports stars,and the negative tension overflow will lead to the collapse of sports stars and the emergence of social identity crisis.

关 键 词：记忆符码 集体欢腾 社会角色 粉丝 产消者 情感认同 泛娱乐化 职业危机 

分 类 号：G80-05[文化科学—运动人体科学]