数字化背景下中国体育文化的新媒体传播研究  

New Media Spread of Chinese Sports Culture under the Background of Digitalization

作　　者：张晓琳[1] ZHANG Xiaoin(Sports Culture Development Center,General Administration of Sport of China,Beijing 100078,China)

机构地区：[1]国家体育总局体育文化发展中心,北京100078

出　　处：《天津体育学院学报》2024年第4期421-426,434,共7页Journal of Tianjin University of Sport

基　　金：国家社会科学基金项目(项目编号:17BTY051)。

摘　　要：进入数字化时代,中国体育文化被赋予新的战略意义,新媒体传播为提升中国体育文化的解释力提供了重要载体。运用文献资料、逻辑分析等方法,分析中国体育文化数字化战略意义,进而提出新媒体传播路径。研究认为,中国体育文化数字化战略意义在于以弘扬中华体育精神繁荣社会主义文化、以提升中国体育形象构建国际文化秩序、以讲好中国体育故事维护国家文化安全。现阶段,传播主体专业能力匮乏、传播内容降低体育文化引导力、传播方式呈现碎片现象、国外受众存在认知偏差是中国体育文化新媒体传播面临的困境,进而制约体育文化数字化战略的实施进程。为此,本文提出加大新媒体传播人才培养力度、建立新媒体传播内容生产制度、推动新媒体传播平台品牌建设、创新新媒体传播外宣叙事手段的破解路径。With the digital age arriving,Chinese sports culture has been seeing new strategic significance,and new media is serving as an important platform for it to gain stronger explanatory power.In this research,literature review and critical analysis are conducted to study the strategic significance of digitalizing in Chinese culture sports,and thus propose ideas on its spread pathways via new media.It is believed that the strategic significance of digitalizing Chinese sports culture exists in helping boost socialism culture,establish international cultural order,and increase national cultural security.However,the media carriers lack professional competence,that certain content goes against the advocacy from authoritative culture,that most information is spread in fragments,and that cognitive bias widely affects foreign audience,which is dragging down the digitization of sports culture.In view of the above,it is suggested that greater efforts be put into the cultivation of new media personnel,that regulations on new media content spreading should be created,that reputable new media brands should be established,and that innovative approaches should be adopted in external publicity.

关 键 词：数字化 体育文化 新媒体 

分 类 号：G80-05[文化科学—运动人体科学]