身体技术与资本耦合:数字媒介时代健身直播秀传播的内在逻辑与优化策略  

Coupling of Body Technology and Capital:Internal Logic,Practical Problems and Optimization Strategies of Fitness Live Show Communication in Digital Media Era

作　　者：徐磊[1] 王庆军[2] XU Lei;WANG Qingjun(School of P.E.,Yancheng Teachers University,Yancheng 224002,Jiangsu,China;School of Journalism and Communication,Nanjing Normal University,Nanjing 210023,Jiangsu,China)

机构地区：[1]盐城师范学院体育学院,江苏盐城224002 [2]南京师范大学新闻与传播学院,江苏南京210023

出　　处：《山东体育学院学报》2025年第1期99-107,共9页Journal of Shandong Sport University

基　　金：国家社会科学基金一般项目(编号:24BTY012);江苏省社会科学基金一般项目(编号:24TYB001);江苏高校哲学社会科学研究重大项目(编号:2024SJZD140);江苏省高校“青蓝工程”人才资助(编号:2023);江苏省教育科学规划重点课题(编号:B/2023/01/77)。

摘　　要：该研究运用文献资料和逻辑分析等方法,对数字媒介时代健身直播秀传播的内在逻辑、现实问题和优化策略进行了探究,以期为推动健身直播秀的高效发展、助力全民健身和体育强国战略目标的快速实现提供镜鉴。研究发现,健身直播秀作为互联网时代的产物,对于身体技术、媒介技术和资本具有天然的依赖性。在数字媒介时代下,身体技术规训成为健身直播秀传播的仪式化表征,媒介技术赋能为健身直播秀传播创设了便利的平台基础;平台技术资本化为健身直播秀传播提供了内在驱动力,传播技术资本化为健身直播秀传播提供了外在诱导力。同时,数字媒介时代健身直播秀传播也导致产生了传播受众思考判断力不佳、传播平台隐蔽性剥削变强、传播主体内容生产低俗化增多、传播环境狂欢跟风化凸显、传播走势不确定性增加等现实问题。基于此,该研究提出了针对性优化策略:提高网民体育媒介素养,提升受众思考判断能力;发挥数字政府引领功效,形成多主体性协同治理格局;打破传播内容生产内卷化,引导健身直播秀理性传播;借力区块链技术优势,完善体育网络情绪引导体系。By using methods such as literature review and logical analysis,this study explores the internal logic,practical problems,and optimization strategies of fitness live streaming shows in the digital media era.The aim is to provide insights for promoting the efficient development of fitness live streaming shows,assisting in the rapid realization of national fitness and the strategic goal of building a strong sports nation.The study found that as a product of the Internet era,fitness live shows have a natural dependence on body technology,media technology and capital.In the era of digital media,body technology training has become a ritualistic representation of fitness live streaming show dissemination,and media technology empowerment has created a convenient platform foundation for fitness live streaming show dissemination;The capitalization of platform technology provides an internal driving force for the dissemination of fitness live shows,while the capitalization of communication technology provides an external inducing force.At the same time,in the era of digital media,the spread of fitness live shows has also led to practical problems such as poor thinking and judgment of the audience,strong covert exploitation of the communication platform,increasing vulgarization of the production of the main content of the communication,highlighting the carnival and weathering of the communication environment,and increasing uncertainty of the communication trend.Based on this,the study proposes to improve the sports media literacy of netizens and enhance the audience′s ability to think and judge;give full play to the leading role of digital government and form a multi-subject collaborative governance pattern;break the involution of communication content production and guide the optimization strategy of rational communication of fitness live show;take advantage of the advantages of blockchain technology and improve the emotional guidance system of sports network.

关 键 词：数字媒介 健身直播秀 秀场直播 云健身 身体技术 资本 

分 类 号：G80-051[文化科学—运动人体科学]