传统武术自媒体形象负面化的审视与治理路径研究  

Review of the Negative Image of Traditional Wushu We-media and Governance Path

作　　者：吉洪林[1] 程姚 田恩庆 张峰[3] JI Honglin;CHENG Yao;TIAN Enqing;ZHANG Feng(School of P.E.,Shanghai Normal University,Shanghai 200234,China;College of P.E.and Health,East China Normal University,Shanghai 200241,China;College of P.E.,Shandong Normal University,Jinan 250014,Shandong,China)

机构地区：[1]上海师范大学体育学院,上海200234 [2]华东师范大学体育与健康学院,上海200241 [3]山东师范大学体育学院,山东济南250014

出　　处：《山东体育学院学报》2023年第6期58-65,共8页Journal of Shandong Sport University

基　　金：国家社会科学基金重大项目(编号:20&ZD335)。

摘　　要：近年来,自媒体的泛在传播开创了传统武术传播的新生态,但传统武术自媒体传播体制的不健全及“污名化”事件的不断发酵,导致传统武术自媒体形象的持续负面化,甚至引发了传统武术的形象危机。该研究以媒介形象为切入点,运用文献资料法、框架分析法和逻辑推理法对传统武术自媒体的负面传播内容进行审视,解读传统武术自媒体形象负面化的成因,并提出了消解与治理路径。研究认为:自媒体平台主要运用消极批评、娱乐讽刺与负面责问三类主题框架建构了传统武术的负面形象;传受一体机制、媒介素养不足和认知来源局限是导致传统武术自媒体形象负面化的关键因素;需要在优化传统武术自媒体的传播内容、提升传统武术自媒体传播的媒介素养等方面转变自媒体受众对传统武术的认知,并通过“以文化人”“借力打力”“强化育人”的方式,治理传统武术自媒体形象的负面化问题。In recent years,the new ecology of traditional martial arts has been formed by the extensive application and dissemination of We-media.The imperfect communication system and the continuous fermentation of"stigmatization"events has led to the continuous negative image of the We-media and even caused image crisis.Taking the media image as the breakthrough point and based on literature review,framework analysis and logical reasoning,the paper has examined the negative communication content of the We-media,interpreted the causes of the negative image,and given the digestion path.According to the research:the three thematic frameworks of negative criticism,entertainment satire and negative questioning were used by the We-media platform to construct the negative image of traditional Wushu.The integrated mechanism of transmission and reception,the lack of media literacy and the restricted source of cognition are the key factors that led to the negative We-media image.We should optimize the communication content of traditional Wushu We-media,improve the media literacy of the We-media,and change the We-media audience's cognition,so that the negative issue of the We-media image can be addressed by means of"influencing people through culture","leveraging the power"and"strengthening the moral education".

关 键 词：传统武术 媒介形象 自媒体 形象负面化 

分 类 号：G80-051[文化科学—运动人体科学]