贵州“村超”现象级传播的生成逻辑与传播效应——基于知识发酵理论的视角  

Research on Generation Logic and Propagation Effect of Phenomenal Propagation of"Cun Chao"in GuizhouProvince-Based on the Perspective of Rongzhi Fermentation Theory

作　　者：刘海涛 周晓旭 王宜馨 LIU Haitao;ZHOU Xiaoxu;WANG Yixin(Department of Physical Education,Nanjing University of Aeronautics and Astronautics,Nanjing 210016,China;Department of Journalism and Communication,Shanghai University of Sport,Shanghai 200438,China;Department of Wushu and Arts,Nanjing Sport Institute,Nanjing 210014,China;Department of Physical Education,Nanjing University of Posts and Telecommunications,Nanjing 210003,China)

机构地区：[1]南京航空航天大学体育部,南京210016 [2]上海体育大学新闻与传播学院,上海200438 [3]南京体育学院武术与艺术学院,南京210014 [4]南京邮电大学体育部,南京210003

出　　处：《体育与科学》2023年第5期15-21,共7页Sports & Science

摘　　要：贵州“村超”火爆出圈的背后彰显中国式体育现代化的本土性、民族性与创新性。本研究运用知识发酵理论,采用话语分析等方法,在对贵州“村超”中“土味体育”“粉丝文化”“媒体融合”“民族文化”等方面传播描述的基础上,分析贵州“村超”的裂变性、草根性、非理性、娱乐性等传播特点;继而,在知识发酵理论视角下,解读贵州“村超”现象级传播中知识发酵的构成要素及其机理;然后,从传播主体的知识发酵、传播受众的信息共享、传播主体与受众的交互三个维度,分析贵州“村超”现象级传播的生成逻辑:“从特色文化到多元融合,从小众话语到大众话语,从主体性到主体间性传播”;最后,分析与归纳贵州“村超”现象级传播产生的社会从众效应、情绪感染效应和社会期望效应等。The popularity of Guizhou"Cun Chao"highlights the local,national and innovative nature of Chinese sports moderniza-tion.This study uses knowledge fermentation theory,discourse analysis and other methods.On the basis of the description of the communication of"local sports""fan culture""media integration"and"national culture"of Guizhou"Cun Chao",This paper analyzes the characteristics of Guizhou"Cun Chao",such as cracking,grassroots,irrational and entertainment.Then,from the perspective of knowledge fermentation theory,To explain the elements and mechanism of knowledge fermentation in the phenomenal propagation of Guizhou"Cun Chao";Further,from the three dimensions of knowledge fermentation of the communication subject,information sharing of the communication audience,and interaction between the communication subject and the audience,analyze the generation logic of the phenomenon propagation of Guizhou"Cun Chao":"From characteristic culture to pluralistic integration,from minority discourse to mass discourse,from subjectivity to intersubjectivity transmission";Finally,the paper analyzes and summarizes the social con-formity effect,emotional infection effect and social expectation effect caused by the phenomenon spread of Guizhou"Cun Chao".

关 键 词：知识发酵 贵州“村超” 现象级传播 传播效应 

分 类 号：G80-05[文化科学—运动人体科学]