媒介生态视阈下我国民族传统体育文化传播问题研究
Dissemination of Chinese National Traditional Sports Culture from the Perspective of Media Ecology

摘要：以我国民族传统体育文化为研究对象，采用文献资料法，将媒介生态学理论系统地运用到民族传统体育文化传播方面的分析。基于当代人“媒介化生存”的社会现实以及传媒的文化影响，对媒介生态学介入相关研究的必要性进行了学理性分析，进而阐释了媒介与民族传统体育文化的共生与互动关系，并提出了民族传统体育文化媒介生态的构建策略。研究认为：民族传统体育文化的失范，归根到底在于民族传统体育文化媒介生态的失衡，媒介体育的信息偏向与符号权利表达与体育文化传媒化、同质化现象互构同生，而媒介体育符号消费的市场逻辑导致的体育文化娱乐化和碎片化也成为民族传统体育文化媒介生态的现实表征。在对民族传统体育文化媒介生态的构建过程中，必须兼顾市场性与公益性，通过实施审慎的自由与文化保护策略，打造多样的文化传播形态与多元的媒介生态位，推动媒介文化传播的本土性与国际性有效契合。
Abstract: Taking Chinese traditional sports culture as the research object, this paper applies the theory of media ecology to the analysis of the dissemination of Chinese traditional sports culture with the method of documentation. Based on the social reality of contemporary people's "media survival" and the cultural influence of the media, this paper makes a rational analysis of the necessity of relevant research on media ecology, and then explains the symbiosis and interaction between the media and the traditional national sports culture, and puts forward the strategy of constructing the media ecology of the traditional national sports culture. The study holds that the anomie of national traditional sports culture lies in the imbalance of the media ecology of national traditional sports culture, the information bias and the expression of symbolic rights of media sports are mutually constructed and coexisted with the media and homogeneity of sports culture, the entertainment and fragmentation of sports culture caused by the market logic of the consumption of media sports symbols have also become the realistic representation of the media ecology of national traditional sports culture. In the process of constructing the media ecology of national traditional sports culture, it is necessary to take into account the market and public welfare. By implementing the prudent strategy of freedom and cultural protection, we can create diversified forms of cultural communication and multi-media niche, and promote the effective localization of international media culture