新媒体时代背景下武术传播的特征、困境与纾解  

The Characteristics, Dilemmas and solutions of Wushu Communication in the Context of the New Media Era

作　　者：孙其宪 张宗豪[1] 李坤鹏 周琴 韦延庆 周禹行 Sun Qixian;Zhang Zonghao;Li Kunpeng;Zhou Qin;Wei Yanqing;Zhou Yuhang(School of Physical Education,Suzhou University,Suzhou Jiangsu 215301,China;School of Physical Education,Qufu Normal University,Jining Shandong 273165,China)

机构地区：[1]苏州大学体育学院,江苏苏州215301 [2]曲阜师范大学体育学院,山东济宁273165

出　　处：《武术研究》2023年第9期28-31,34,共5页Wushu Studies

基　　金：苏州大学大学生课外学术科研基金一般项目,编号:KY20220895B。

摘　　要：随着数字技术的高速发展,新媒体已逐渐成为当代信息传播的主流载体。文章采用文献资料研究法和专家访谈法等研究方法通过探寻武术传播与新媒体信息传播特点的关联,从受众、内容、话语以及行动四个层面分析武术在新媒体传播的特征与困境。研究发现,新媒体时代背景下武术传播的特征:多元化与零散化共存、多样性与灵活性并行、实时性与互动性并存、风向性与传统性交织。困境:受众层级分类模糊弱化武术传播效用;碎片化武术传播异化与分化;地位低下与空间狭窄制约武术新媒体传播格局;“舆论”裂变的不可控性加重武术“污名化”。纾解:利用“大数据”技术关注受众需求,精准推送,并对普适性内容加强分类;增加武术“官媒”主体,强化武术整体性传播;创新传播方式,加强鼓励与保障体系,提升武术传播的内源性动力;完善新媒体环境中武术信息的质量评估体系,监管并建立武术治理规范。With the rapid development of digital technology,new media have gradually become the mainstream carrier of contemporary information dissemination.Based on the literature research method and expert interview method,the dilemma of martial arts in the background of new media communication is analyzed from four levels:audience,content,discourse and action.The study found that the characteristics of martial arts communication in the context of the new media era are:the coexistence of diversity and fragmentation,the parallel of diversity and flexibility,the coexistence of real-time and interactivity,and the interweaving of wind direction and tradition.Dilemma:The blurring of audience-level classification weakens the effectiveness of martial arts communication.Fragmentation leads to increased spread of martial arts alienation and differentiation.Low status and narrow space restrict the new media communication pattern of martial arts.The uncontrollability of the fission of"public opinion"adds to the"stigma"of martial arts.Mitigation:Use"big data"technology to focus on the accurate push of audience needs,and strengthen classification under universal content.Increase the main body of martial arts"official media"and strengthen the overall dissemination of martial arts.Innovate communication methods,strengthen the encouragement and guarantee system,and enhance the endogenous power of martial arts dissemination.Improve the quality assessment system of martial arts information in the new media environment,supervise and establish martial arts governance norms.

关 键 词：新媒体 武术传播 特征 困境 纾解 

分 类 号：G85[文化科学—民族体育]