乡村振兴背景下我国乡村体育文化传播的现实图景、时代价值与逻辑进路——以贵州“村BA”为例  

The Realistic Picture,Time Value and Logical Approach of Rural Sports Culture Communication in China under the Background of“Rural Revitalization”——Take“Village BA”in Guizhou as an Example

作　　者：宋紫琪 李海均 付志华[1] SONG Ziqi;LI Haijun;FU Zhihua(College of News Communication,Wuhan Sports Institute,Wuhan 430079,China)

机构地区：[1]武汉体育学院新闻传播学院,湖北武汉430079

出　　处：《南京体育学院学报》2024年第10期44-50,共7页Journal of Nanjing Sports Institute

基　　金：湖北省高等学校哲学社会科学研究重大项目(21ZD101)。

摘　　要：乡村文化振兴是乡村振兴的灵魂,是实施乡村振兴战略的铸魂之本、提质之基。运用文献资料法、逻辑分析法、案例分析法等研究方法,在乡村振兴视角下,以“村BA”为研究对象,对乡村体育文化传播的现实图景进行探析,厘清了乡村体育文化传播对助力乡村振兴的时代价值和逻辑进路。研究认为,乡村体育文化传播处于大众传播媒介日益式微和数字新媒介逐渐渗入的现状之中。同时,乡村体育文化传播有其独特时代价值,如丰富文化生活、赋能产业振兴、优化乡村环境、强化政治认同。因而提出,未来乡村体育文化传播应侧重从媒介融合、体旅结合、城乡联动、固本创新等方面开展。The revitalization of rural culture is the soul of rural revitalization,and it is the foundation of casting soul and improving quality for implementing rural revitalization strategy.By using the methods of literature,logical analysis and case analysis,this paper analyzes the realistic picture of rural sports culture communication from the perspective of rural revitalization,taking“Village BA”as the research object,and clarifies the era value and logical approach of rural sports culture communication to help rural revitalization.The research holds that the communication of rural sports culture is in the status quo of the gradual decline of mass media and the gradual infiltration of digital new media.At the same time,the dissemination of rural sports culture has its unique value of the times,such as enriching cultural life,empowering industries to revitalize,optimizing rural environment and strengthening political identity.Therefore,in the future,rural sports culture communication should focus on media integration,sports and tourism integration,urban-rural linkage and fixed innovation.

关 键 词：乡村振兴 乡村体育文化 文化传播 “村BA” 

分 类 号：G812.4[文化科学—体育学]