体育赛事中“圈层舆论”的衍生及其治理机制  

Research on the Derivation of“Circle-level Public Opinion”and Its Governance Mechanism in Sports Events

作　　者：张茉 关博[1,2] ZHANG Mo;GUAN Bo(School of Physical Education,Northeast Normal University,Changchun 130024,China;Northeast National Traditional Sports Research Center,Changchun 130024,China)

机构地区：[1]东北师范大学体育学院,长春130024 [2]东北民族传统体育研究中心,长春130024

出　　处：《体育与科学》2020年第6期27-31,45,共6页Sports & Science

基　　金：国家社科基金项目“新时代中华武术文化再生产研究”阶段性成果,项目号:20BTY103。

摘　　要：随着互联网的广覆盖与移动终端产品的普及应用,媒介融合发展更新了传统社会的"圈层"文化,基于新媒体所形成的"圈层"改变了体育文化的传播结构和信息交互模式。本研究从情感社会学的视角入手,对体育赛事及文化中"圈层舆论"生成的属性认知、演变逻辑及治理机制进行研究,认为:体育赛事"圈层舆论"的生成基础是基于价值认同而实现的情感链接,互联网的应用丰富了"圈层舆论"的同时使其呈现突生和动态性特征;舆情张力外溢生成了多圈层联动信息流,圈层舆论所构筑的"意见长尾"效应使体育赛事呈现出信息过载、边界模糊的传播形态,在资本、权力和精英的"合谋"下催生的圈层舆论呈现"单极化"趋向,复杂多元的信息舆情极易引发舆情爆点;对体育赛事"圈层舆论"的情感引导,需要促进体育赛事"圈层舆论"的危机管理向综合治理转化,防止负面舆情与次生舆情简单叠加,从信息治理和情感治理两个层面建立体育赛事"圈层舆论"的协同治理机制。With the wide coverage of the Internet and the popularization and application of mobile terminal products,the development of media integration has updated the"circle"culture of traditional society,and the"circle"formed by new media has changed the communication structure and information interaction of sports culture mode.This research starts from the perspective of emotional sociology,and studies the attribute cognition,evolution logic and governance mechanism of"circle public opinion"in sports events and culture.It is believed that the basis for generating"circle-level public opinion"in sports events is the emotional link based on value recognition.The application of the Internet has enriched"circle-level public opinion"while making it appear sudden and dynamic;The spillover of public opinion tension generates a multi-level linkage information flow.The"opinion long tail"effect constructed by the circle level of public opinion makes sporting events present a form of communication with information overload and blurred boundaries.The circle of public opinion spawned under the"collusion"of capital,power and elites shows a"unipolarity"trend;The emotional guidance of the"circle-level public opinion"of sports events needs to promote the transformation of the crisis management of the"circle-level public opinion"of sports events to comprehensive management,prevent the simple superposition of negative public opinion and secondary public opinion.Establish a collaborative governance mechanism of"circle-level public opinion"in sports events from two levels of information governance and emotional governance.

关 键 词：情感链接 危机管理 综合治理 情感社会学 情感治理 赛事管理 体育传媒 体育文化 

分 类 号：G80-05[文化科学—运动人体科学]