符号学视角下“郭大侠”对体育文化自媒体传播的融合与导向机制研究  

The Research on the Integration and Guidance Mechanism of“Guo Daxia”to Sports Culture We-Media Communication from the Perspective of Semiotics

作　　者：董晋[1] 马小伟 DONG Jin;MA Xiao-wei(School of Physical Education,Shanxi University,Taiyuan,Shanxi 030006,China)

机构地区：[1]山西大学体育学院,山西太原030006

出　　处：《体育研究与教育》2023年第4期14-20,共7页Sports Research and Education

基　　金：2022年山西省教育厅高校人文社科重点研究基地项目(2022J007)。

摘　　要：在“互联网+”和“媒介融合”的传媒时代下,体育文化作为文化传播的重要板块在自媒体平台极具活力和竞争力。一些凝聚力和传播力十足的自媒体以其独特的创作机制对体育文化的传播起到了示范引领作用。笔者以抖音平台文化类自媒体账号“郭大侠”为研究对象,运用瑞士语言学家索绪尔的符号学分析法,从符号学属性、符号载体、系统构建等维度探索其作品的符号融合机制;从运营模式、价值理念等方面探索其作品的社会价值引领与导向机制。结果表明,郭大侠自媒体在内容上围绕其三大定位系统形成以“武”为主,以“酒”“食”“礼”为辅的符号融合机制。在价值上以其独特的商品交换模式和社会传播行为对自媒体圈层的社会价值导向起到一定程度的引领作用,奠定了自媒体传播态势下体育文化创意作品的新发展格局。In the media era of“Internet+”and“media integration”,sports culture,as an important sector of cultural dissemination,is highly dynamic and competitive on we-media platforms.Some powerful we-media have played an exemplary and leading role in the dissemination of sports culture with their unique creative mechanisms.This paper takes the cultural we-media account“Guo Daxia”on Douyin platform as the research object,and uses the semiotics analysis method of Swiss linguist Saussure to explore the symbol fusion mechanism of his works from the dimensions of semiotics attributes,symbol carriers and system construction,and exploring the social value leading and guidance mechanism of his works from the aspects of operational models and value concepts.The results indicate that Guo Daxia s we-media has formed a symbol fusion mechanism around three positioning systems in terms of content,with“martial arts”as the main focus and“wine”,“food”and“etiquette”as the auxiliary.In terms of value,its unique commodity exchange mode and social communication behavior have played a leading role in guiding the social value orientation of the we-media circle to a certain extent,laying a new development pattern for sports cultural creative works with the we-media communication trend.

关 键 词：自媒体 体育文化 符号学 

分 类 号：G80-05[文化科学—运动人体科学]