体旅融合背景下乡村体育文化传播的本土实践与反思  

Local Practice and Reflection on the Communication of Rural Sports Culture under the Background of Sports and Tourism Integration

作　　者：赵馨 张业安 于晓梅 阎晋虎 胡明 郭歌 ZHAO Xin;ZHANG Yean;YU Xiaomei;YAN Jinhu;HU Ming;GUO Ge(School of Journalism and Communication,Shanghai Sport University,Shanghai 200438,China;School of Economics and Management,Shanghai Sport University,Shanghai 200438,China;School of Journalism and Communication,Leshan Normal University,Leshan 610041,China;Dept.of PE,Dongbei University of Finance and Economics,Dalian 116012,China)

机构地区：[1]上海体育大学新闻与传播学院,上海200438 [2]上海体育大学经济管理学院,上海200438 [3]乐山师范学院文学与新闻学院,四川乐山614000 [4]东北财经大学体育教学部,辽宁大连116012

出　　处：《天津体育学院学报》2024年第5期526-533,共8页Journal of Tianjin University of Sport

基　　金：国家社会科学基金重大项目(项目编号:23&ZD190);国家社会科学基金项目(项目编号:21BTY034)。

摘　　要：以乡村体育文化传播的典型案例村BA和村超为例,探讨体旅融合背景下媒介传播对乡村体育文化的建构过程以及乡村体育文化传播的本土实践。研究发现,乡村体育文化具有创新乡村体育文化传承机制、增强乡村经济活力、满足乡民健康生活需求等多元价值;媒介主要通过实现空间跃升、构筑体育社群和凝聚集体情感对乡村体育文化进行建构。中国村赛的传播通过主流媒体视角与村民视角相融合、乡村体育文化传播的全媒体打造和“体育+乡土”符号的意义延伸三个方面反映体旅融合下乡村体育文化传播的本土实践。当前,在中国特色乡村文化背景下探寻中国特色乡村体育发展和体育文化传播之路,应警惕资本裹挟,融合乡土性和竞技性;防止过度娱乐化,关照全民健身和全民健康问题;避免内容同质化,讲好中国乡村体育故事。未来,在乡村体育文化传播内驱力的推动下,中国村赛的研究还需动态持续推进,体旅融合研究中的地区差异和技术发展带来的挑战问题需得到重视。Taking typical cases of village BA and Village Super League in the dissemination of rural sports culture as examples,this paper explores the construction process of media communication on rural sports culture under the integration of sports and tourism,as well as the local practice of rural sports culture dissemination.Research found that rural sports culture has multiple values such as innovating the inheritance mechanism of rural sports culture,enhancing rural economic vitality,and meeting the healthy living needs of rural residents;The media mainly constructs rural sports culture through spatial upgrading,building sports communities,and consolidating collective emotions.The dissemination of Chinese village competitions reflects the local practice of rural sports culture dissemination under the integration of sports and tourism through three aspects:the integration of mainstream media perspectives and village perspectives,the all-media creation of rural sports culture dissemination,and the extension of sports+local symbols.Currently,in the context of Chinese characteristic rural culture,exploring the development of Chinese characteristic rural sports and the dissemination of sports culture,we should be vigilant against capital constraints and integrate local and competitive characteristics;Prevent excessive entertainment and take care of nationalfitness and health issues;Avoid homogenization of content and share the story of rural sports in China by good communications.In the future,driven by the internal driving force of rural sports culture dissemination,research on Chinese village competitions still needs to be dynamically and continuously promoted.The regional differences and challenges brought by technological development in the integration of sports and tourism research need to be given attention.

关 键 词：乡村体育文化传播 村BA 村超 体旅融合 

分 类 号：G80-05[文化科学—运动人体科学]