视频社会化背景下我国知名运动员个体形象塑造思考  

Refl ections on Individual Image Shaping of Chinese Famous Athletes Under the Background of Video Socialization

作　　者：姚治兰[1] 王宇辰 彭莉 YAO Zhi-lan;WANG Yu-chen;PENG Li(School of Sports Management and Communication,Capital University of Physical Education and Sports,Beijing 100191,China;Graduate School,Capital University of Physical Education and Sports,Beijing 100191,China;School of Leisure and Social Sports,Capital University of Physical Education and Sports,Beijing 100191,China)

机构地区：[1]首都体育学院管理与传播学院,北京100191 [2]首都体育学院研究生部,北京100191 [3]首都体育学院休闲与社会体育学院,北京100191

出　　处：《体育文化导刊》2023年第5期43-50,共8页Sports Culture Guide

基　　金：国家重点研发计划“科技冬奥”专题“冬奥会奥林匹克数字博物馆呈现与传播技术研究及应用示范”(2021YFF0307800)。

摘　　要：运用文献资料、案例分析等方法,探究视频社会化背景下我国知名运动员个体形象塑造的价值、机遇与挑战,提出塑造路径。价值:更立体地展示国家形象,更鲜活地传播中华体育精神,更直接地发挥偶像效应与榜样作用。机遇与挑战:多元化生产鲜活形象但易导致娱乐化偏向,碎片化叙事展示个性但易放大自身缺点,社交化传播强化引导但易带来角色偏差。路径:坚守初心使命,明晰角色定位;加强教育培训,提升应对媒介环境的能力;加强行业规范,构建风清气正的媒介文化环境。By using the methods of literature review and case analysis,this paper probed into the value,opportunity and challenge of individual image shaping of Chinese famous athletes under the background of video socialization,and put forward the shaping path.Value:It shows the national image in a more three-dimensional way,spreads the Chinese sports spirit more vividly,and plays the role of idol and example more directly.Opportunities and challenges:Diversifi ed production is vivid image but easy to lead to entertainment bias,fragmented narrative is personality but easy to magnify their own shortcomings,social communication is strengthening guidance but easy to bring role deviation.Path:We must adhere to the original mission to clear role positioning,strengthen education and training to improve the ability to cope with the media environment,and strengthen industry norms to build a clean and positive media culture environment.

关 键 词：体育管理 知名运动员 个体形象塑造 视频社会化 

分 类 号：G812.5[文化科学—体育学] G206