媒介体育接触与中国文化认同研究
Media Sports Contact and Chinese Cultural Identity

摘要：体育正以前所未有的规模和方式被大众媒介传播，成为现代人建构文化认同的重要资源。研究采用问卷调查法和数理统计与数据分析法探究我国受众接触媒介体育对中国文化认同的影响程度。基于4个城市的经验研究（N=4 914）发现：受众接触媒介体育中的中国文化内容能够在认知、情感、意向和行为4个层次上正向影响其中国文化认同。受众接触电视和书报类媒介体育类型中的中国文化内容能够预测其中国文化认同，与接触程度成正比；受众接触中国体育明星和民族传统体育类媒介体育形式中的中国文化内容也能够预测其中国文化认同，亦与接触程度成正比。我国受众接触媒介体育中的外国文化内容对其中国文化认同并没有产生负向影响，相反却呈现出正向关系。受众接触不同类型媒介体育中的有关外国文化内容较好的预测了其中国文化认同，但媒介形式的预测能力相对较弱。文章从受众的角度为该类议题提供了经验层面的结论，开辟了一种新的视角和理论分析领域。
Abstract: Sports is spreading in an unprecedented scale and in a way by mass media, and it has become an important resource for modern cultural identity construction. This paper analyzed the extent that Chinese audiences’ contact with media sports has affected their Chinese cultural identity by the methods of questionnaire, mathematic statistics, and data analysis. Based on four cities’ empirical study (N = 4914), we found that audiences contact Chinese culture in media sports that can influence their Chinese cultural identity in four levels including cognition, affection, intention, and behavior. The Chinese culture that audiences contact in media sports of TV and newspaper can predict their cultural identity that is proportional to the extent of contact; the Chinese culture that audiences contact in media sports of Chinese sports stars and traditional Chinese sports also reveals that their Chinese cultural identity which is proportional to the extent of contact. The Chinese culture that audiences contact in media sports of foreign culture will not have negative effect on their Chinese cultural identity, it has positive influence. The foreign culture audiences contact in different types of media sports can help us predict the degree of their Chinese cultural identity, which is relative weaker. This paper provided some conclusions on empirical level for such issues from the perspective of audiences and opened up a new perspective and new field for theoretical analysis