从现场到电视:体育观众衍变及其可商品化的价值透析

发布时间：2018-01-10 10:17

本文关键词：从现场到电视:体育观众衍变及其可商品化的价值透析　出处：《体育与科学》2015年05期 　论文类型：期刊论文

【摘要】：随着现代信息传播技术的发展,当下全球体育受众的存在已越来越成为许多大型体育赛事得以举办的一条不得不考虑的理由。因此,对体育观众的理解与分析就显得尤为必要。文章在文化传播学的视域下,通过文献研读,并运用归纳与演绎、对比与分析等方法与手段,首先根据体育观看经验的二元划分,常规性地将体育观众分为体育现场观众和体育电视观众,同时把脉了两类观众的初始关系,并进一步对其各自的优劣以及体育受众的内涵等进行了深度分析。研究发现:在科技和商业的共谋下,两类体育观众之间的原始界限业已走向模糊;体育受众并不是所谓"收视率"所能概括得了的,其拥有丰富复杂的政治、经济和文化内涵;体育迷作为体育剩余能指的情感联盟具有一种可商品化的价值,且这一价值事关电视转播权收益、广告价格,并最终决定体育营销与消费的成败。
[Abstract]:With the development of modern information communication technology, the existence of global sports audience has become a more and more important reason for many large-scale sports events to be held. It is particularly necessary to understand and analyze the sports audience. The article, from the perspective of cultural communication, studies the literature and uses the methods and means of induction and deduction, contrast and analysis. First of all, according to the binary division of sports viewing experience, the sports audience is divided into sports scene audience and sports television audience, and the initial relationship between the two types of audience is taken into account at the same time. The author further analyzes their advantages and disadvantages as well as the connotation of the sports audience. The study finds that the original boundary between the two types of sports audience has been blurred under the complicity of science and commerce; Sports audience is not the so-called "ratings" can be summarized, it has rich and complex political, economic and cultural connotations; Sports fans as a sports surplus signifier emotional alliance has a commercialized value, and this value is related to the television broadcasting rights revenue, advertising price, and ultimately determine the success or failure of sports marketing and consumption.
【作者单位】：南京师范大学体育科学学院;
【分类号】：G80-05
【正文快照】： 前电子媒介时代,对于竞技体育产品的第一类买方——具有观看比赛需求的消费者(即观众)[1]来说,无论比赛在何时何地举行,要想观看赛况,除了亲临比赛现场没有其他选择。然而,电子技术和计算机的融合,信息数字化技术以及卫星传送信息手段的使用,带来了电视及其文化产品的全球化。

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