体育人物式神话构筑的符号学解读——以“科比·布莱恩特”为例  

A Semiotic Interpretation of the Construction of Sports Character Myth——Take"Kobe Bryant"As An Example

作　　者：任远 董晋[1] 朱海艳[1] REN Yuan;DONG Ji;ZHU Hai-yan(School of Physical Education,Shanxi University,Taiyuan 030006,China)

机构地区：[1]山西大学体育学院,山西太原030006

出　　处：《吉林体育学院学报》2022年第2期32-40,共9页Journal of Jilin Sport University

基　　金：山东省社会科学规划研究项目(21CTYJ03)。

摘　　要：“互联网+”和“媒介融合”的传媒时代下,大众对体育明星的崇拜已成为重要的社会现象之一,体育明星在一定程度上发挥了重要的价值导向和模范引领作用。本文以NBA传奇球星科比·布莱恩特为研究对象,运用瑞士学者费尔迪南·德·索绪尔和法国学者罗兰·巴特提出的符号学理论将其作为媒介人物进行研究,从符号学属性、结构框架、生成过程、价值意义等维度理解体育人物崇拜的本质、蕴含意义和社会价值所在,探究体育媒介人物神话的生成机制,为体育人物影响力的全球传播提供符号学借鉴意义。结果表明,当今时代下人物及其事件经过各类媒介平台的符码运作,以符号能指对崇高精神的链接、图腾LOGO对人物符号的代言、媒介传播对符号意义的扩容、受众互动对文化价值的建设、否定叙述对共性符号的传承构建起受众对原文本的认同感。加之外界不断赋予的多重符号化,在多样化叙事型传播中颠覆传统广告模式形成崇拜、超越、追求的多种意指过程。符号嫁接受众对人物的尊崇,媒介通过符号引导受众与符号建立牢固的情感关联,持续有效延伸符号造就的文化意义,在共鸣中达成人物式神话塑造,并奠定了体育人物符号化与商品化价值转换并驾齐驱的当代体育文化产业新格局。In the media age of"Internet plus"and"media convergence",the worship of sports stars by the masses has become one of the important social phenomena.Sports stars have played an important role in value orientation and exemplary leading role to a certain extent.This paper takes NBA legend Kobe Bryant as the research object,uses the coincidence theory proposed by Swiss scholar Ferdinand de Saussure and French scholar Roland Bart to study him as a media figure,and understands the essence,implication and social value of sports figure worship from the dimensions of semiotic attribute,structural framework,generation process and value significance,Explore the generation mechanism of sports media figure myth,and provide semiotic reference for the global dissemination of sports figure influence.The interactive construction of logo symbols on the audience's interpretation of the spirit of the times indicates that the construction of logo symbols and symbols on the audience's interpretation of the spirit of the times can expand the meaning of the audience through the construction of the narrative symbols and symbols of the media.In addition,the multiple symbolization constantly endowed by the outside world subverts the traditional advertising mode in diversified narrative communication,forming a variety of referential processes of worship,transcendence and pursuit.Symbols grafted the audience's respect for characters,and the media guided the audience to establish a solid emotional relationship with symbols through symbols,continued to effectively extend the cultural significance created by symbols,achieved characterization myth shaping in resonance,and established a new pattern of contemporary sports culture industry in which the symbolization of sports characters and the transformation of commercialized value go hand in hand.

关 键 词：符号学 科比 体育人物 符号意义 

分 类 号：G80-05[文化科学—运动人体科学]