解构与建构：新媒体环境下我国运动员形象研究

发布时间：2018-06-20 00:32

本文选题：运动员形象 + 新媒体　；参考：《南京师范大学》2017年硕士论文

【摘要】：新媒体作为高科技的产物,给传播带来了巨大的变革。滚滚而来的新媒体浪潮不仅仅改变了传媒业本身,也深刻渗入到了世界的政治、经济、文化等各个领域。新媒体的发展为文化传承与创新插上了隐形的翅膀,也为人类准确认知世界,促进自我发展,推动社会文明进步注入了 “加速度”。随着传媒事业的发展,新媒体环境下运动员成了时下最具话题感染力的媒介“产品”,体育运动员形象在媒介报道中的表现逐渐丰富和多样化起来。作为体育叙事文本的重要内容,体育事件的参与者与情节的联贯因素,运动员受到了大众的高度关注。运动员作为一个特殊的群体,已成为一种重要的时代镜像。然而在新媒体传播中塑造了怎样的运动员形象,关系到中国体育事业的健康发展以及国家形象的传播。因此,本文以“解构与建构:新媒体环境下我国运动员形象的研究”为题,选取《新浪》、《腾讯》两大体育门户网站以及微博等媒体上呈现的运动员形象为研究样本,将网站中有关运动员的报道内容进行了归纳分析,解构运动员在当前新媒体报道中所塑造出来的形象,针对新媒体报道中运动员形象存在的问题,分析产生问题的原因以及在新媒体环境下如何去重构运动员形象,优化传播路径提出对策。根据研究的需要,文章采用文献研读法、文本分析法、案例分析法等研究方法,运用新闻学、传播学等相关理论对新媒体环境下再现的运动员形象进行多角度、多层面的剖析。全文共分为五个章节。绪论简述了本选题的研究背景与意义、国内外研究现状、研究对象、研究方法、研究思路和创新之处。第一章对新媒体、运动员形象等相关概念的内涵、特征进行解读与界定,并阐述新媒体和运动员形象两者之间的关系;第二章分析了运动员形象及其传播环境的变化,概括了传统媒体环境下的运动员形象;第三章系统总结了当前新媒体环境下运动员正反两个方面呈现形象并分析体育报道中运动员形象存在的问题;第四章对导致我国运动员负面形象形成的原因进行解读与梳理,具体从运动员、体育主管部门、受众、媒体、新闻从业者等五个角度出发;第五章呼应第四章五个角度,对优化新媒体传播中的运动员形象提出有效的应对策略;最后结论中主要对文章论点进行总结与反思。研究发现,新媒体环境下我国运动员构建了较为丰富多元的运动员形象,构建从正反两个方面呈现,正面形象主要体现在对运动员高颜值的赞赏、个性直率的好评、克服伤病、拼搏进取职业形象的肯定以及有情有义的社会形象认可。负面形象则是某些运动员自身素质欠缺导致在大众传播中“骗子”、“渣男”、“恶棍”等形象呈现;同时,新媒体在传播运动形象过程中对运动员塑造的娱乐化、庸俗化、捧杀棒杀化等趋势,也为运动员负面形象形成“添砖加瓦”。文章认为就目前体育报道中导致运动员负面形象形成的原因主要在于运动员自身道德文化素养的欠缺;体育主管部门监管缺位反应迟缓;新媒体时代受众娱乐心理倾向明显;媒体环境转变致使把关难度加大;新闻从业者应有的社会责任缺失这五个方面。为了建立和传播良好的运动员形象,需要运动员自身、体育主管部门、受众、媒体及新闻从业者等多方面的共同努力。
[Abstract]:New media, as a product of high technology, has brought great changes to communication. The wave of new media waves not only changed the media itself, but also penetrated into the world's political, economic, cultural and other fields. The development of the new media has inserted the invisible wings for cultural heritage and innovation, and it also accurately cognize the world for human beings and promote the world. With the development of the media and the development of the media, the athletes have become the most influential media "product" in the new media environment. The performance of sports athletes in media reports is gradually enriched and diversified. As an important content of the sports narrative text, The athletes are highly concerned with the joint factors of the event and the plot. Athletes, as a special group, have become an important mirror of the times. However, in the communication of new media, how to shape the athletes' image is related to the healthy development of Chinese sports and the spread of the national image. This paper, taking "Deconstruction and construction: the research of the image of Chinese athletes under the new media environment", selects the athletes' image of the Sina > Tencent > two sports portal sites and the micro-blog media as the research samples, and summarizes the content of the athletes' reports on the website, and deconstructs the athletes in the current new media newspaper. The image created by the Tao in the new media reports, analyzes the problems of the athletes' image, analyzes the causes of the problems, and how to reconstruct the image of athletes and optimize the path of communication under the new media environment. The full text is divided into five chapters. The full text is divided into five chapters. The introduction gives a brief account of the background and significance of the research, the current research situation at home and abroad, the research object, the research method, the research ideas and the innovation. The connotation of the concept of mobilizing image and other related concepts, characteristics are interpreted and defined, and the relationship between the new media and the athlete image is expounded. The second chapter analyses the changes of the athletes' image and its communication environment, summarizes the athletes' image under the traditional media environment, and the third chapter summarizes the athletes' positive and negative two under the current new media environment. The fourth chapter analyzes and analyzes the reasons for the formation of the negative image of Chinese athletes in five aspects: the athletes, the sports department, the audience, the media, the news practitioners and so on. The fifth chapter calls for the fourth chapters and five angles to optimize the new media. In the final conclusion, the main points are summed up and reflected in the final conclusion. The research finds that the athletes of our country have built more abundant and multiple athletes' image in the new media environment, and the construction is presented from two aspects. The positive image is mainly reflected in the appreciation of the athletes' high color. The negative image is the image of some athletes who are lacking in their own qualities, such as "swindlers", "dregs" and "scoundrels" in the mass communication, and the new media in the process of spreading the sports image of the athletes in the process of molding the athletes. The entertainment, vulgarization, and the killing of the club are the trend of the sportsman's negative image. It is believed that the main reason for the formation of the negative image of the athletes lies in the lack of the athletes' own moral and cultural qualities, the delay in the absence of the supervision of the sports management department and the new media age. The public entertainment psychological tendency is obvious; the change of the media environment makes the difficulty of the gatekeepers more difficult; the social responsibility of the journalists should be missing these five aspects. In order to establish and disseminate the good image of the athletes, we need the joint efforts of the athletes themselves, the sports authorities, the audience, the media and the news from the industry.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;G812.3

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