数字时代体育传播的形态演进、内在逻辑与发展路径  

Evolution,Internal Logic and Development Path of Sports Communication in Digital Era

作　　者：孙嘉龙 SUN Jialong(College of Humanities and Development Studies,China Agricultural Univ.,Beijing 100085,China)

机构地区：[1]中国农业大学人文与发展学院,北京100085

出　　处：《武汉体育学院学报》2023年第8期19-24,共6页Journal of Wuhan Sports University

摘　　要：随着数字社会的逐步建立,信息传播生态面临前所未有的变化。体育作为当下人类社会最为活跃的文化活动之一,对以数字技术与通信技术结合的新型传播媒介表现出了极强的敏感性和融合性,这也造就了体育传播在形态上开始进一步演化,继而影响其价值维度的改变。这种结构性的变化,也在一定程度预示着未来数字时代体育传播的发展方向。研究认为:数字时代体育传播在核心驱动、媒介载体与叙事传播三个层面上都发生了演进,继而导致整体的形态发生一定程度改变。这种演变的核心动因在于数字技术的发展,但其背后也有各自的内在逻辑来推动。未来体育传播应在保证健康价值不动摇的基础上,继续以融合化、多元化的路径实现新发展。With the gradual establishment of digital society,information communication ecology is facing unprecedented changes.As one of the most active cultural activities in the current society,sports are deeply integrated with the new media combined with the digital technology and communication technology,which lead to changes of the sports communication and of its values.Such structural changes indicate the development direction of sports communication in the future digital age.The research reveals that sports communication in the digital era has changed in the core driving,media carrier and narrative communication,leading to the changes of the overall form,which is driven by the digital technology as well as by the underlying logic.In the future,sports communication should continue to achieve new development in the form of integration and diversification on the basis of ensuring the health values.

关 键 词：数字时代 体育传播 体育IP 媒介体育 

分 类 号：G80-05[文化科学—运动人体科学]