消费主义影响下体育明星媒介再现的异化研究

发布时间：2019-05-11 20:45

【摘要】：随着我国改革开放的深入和融入世界步伐的加快,消费主义作为全球性的文化意识形态,通过大众传媒全方位、地毯式的宣传和劝说,使西方的消费方式和消费观念扎根于我国人民头脑之中,而大众传媒在传播渗透消费主义价值观的同时,自身也在潜移默化中受到了消费主义文化的“洗礼”。大众传媒不仅在传播内容、传播符号、传播功能上发生了转变,同时在运作理念、制度安排、生产流程、叙事模式等方面也发生着消费主义文化的变异。媒体需要事件来填充,事件也需要媒体来关注。体育集原创性、实效性、观赏性、戏剧性于一体,正是媒体所需事件的最佳载体,而媒介对体育运动的深度介入催生了一大批聚光灯闪耀下的体育明星,他们集运动天赋、职业成就、商业成功、名人价值、娱乐时尚、国家利益与个人绯闻于一身,在他们背后体现的正是消费主义在文化领域渗透扩张的结果。文章以体育明星的媒介再现为研究对象,采用文献研读法、专家访谈法、案例分析法等研究方法,在消费主义文化批判视域下选取体育明星的新闻报道和广告代言两个方面来分析探讨媒介再现的现状和问题,总结体育明星媒介再现的异化表征,探讨这些异化问题带来的不良社会影响,然后结合消费主义有关理论,从体育明星、受众、传媒三种视角探究其中的深层原因,进而试图提出相关策略和建议。研究发现,体育明星的媒介再现出现了媚俗化与娱乐化,符号化与商业化,片段化与奇观化的异化倾向,这不仅弱化了体育精神的本质,构筑了人们在运动中情感交流的屏障,而且阻碍了体育明星的技能进步,降低了品牌代言的宣传效果,侵犯了受众的“不知情权”,创造了“沉默的大多数”,甚至误导了青少年的人生观、价值观和消费观。经分析,体育明星自身的符号象征意义及消费文化功能是根基,且有意迎合传媒宣传报道也是一个重要因素；受众自我表达与身份认同的需要,“单向度人”批判、思考能力的退化属于内在因素；收视率、阅听率、点击率、发行量是媒体的绩效评估标准属于外在因素。而随着“书生办报”向“商人办报”转变,“经营媒体”成为媒体运作理念,这些因素都使体育明星的媒介再现出现了异化倾向。研究表明,体育明星良好的媒介再现需要以社会主义核心价值体系为导向,制定法律法规,完善相关教育体制,增强传媒的自省自律意识,同时还需要体育明星自身的形象维护,互相协调共同促进体育明星文化的和谐有序发展。
[Abstract]:With the deepening of China's reform and opening up and the acceleration of the pace of integration into the world, consumerism, as a global cultural ideology, through the mass media omni-directional, carpet propaganda and persuasion, The western consumption mode and consumption concept are rooted in the minds of our people, and while the mass media propagates and permeates the consumerism values, it is also baptized by the consumerism culture in the imperceptible process. The mass media has not only changed the content, symbol and function of communication, but also changed the consumerism culture in the aspects of operation concept, system arrangement, production process, narrative mode and so on. The media needs events to fill in, and events also need the media to pay attention to. Sports integrates originality, effectiveness, appreciation and drama, which is the best carrier of events needed by the media, and the deep intervention of the media in sports has given birth to a large number of sports stars shining in the spotlight, who set their sports talents. Professional achievement, business success, celebrity value, entertainment fashion, national interest and personal gossip are the result of the infiltration and expansion of consumerism in the field of culture. This paper takes the media reproduction of sports stars as the research object, and adopts the methods of literature study, expert interview, case analysis and so on. From the perspective of consumerism culture criticism, the news report and advertisement endorsement of sports stars are selected to analyze and discuss the present situation and problems of media reproduction, and summarize the alienation representation of sports star media reproduction. This paper probes into the adverse social effects of these alienation problems, and then probes into the deep causes from the perspectives of sports stars, audience and media, and then tries to put forward some relevant strategies and suggestions according to the relevant theories of consumerism. It is found that the media reproduction of sports stars has the alienation tendency of vulgarization and entertainment, symbolization and commercialization, fragmentation and singularity, which not only weakens the essence of sports spirit, but also constructs the barrier of people's emotional communication in sports. Moreover, it hinders the skill progress of sports stars, reduces the propaganda effect of brand endorsement, infringes the audience's "right not to know", creates a "silent majority", and even misleads teenagers' outlook on life, values and consumption. Through analysis, the symbolic meaning and consumer culture function of sports stars are the foundation, and it is also an important factor to cater to the media propaganda and report. The need of audience self-expression and identity, the criticism of "one-way degree person" and the degradation of thinking ability belong to the internal factors, and the viewing rate, listening rate, click-through rate and circulation are the external factors of the media performance evaluation standard. With the transformation from "bookseller" to "businessman running newspaper", "management media" has become the concept of media operation, all of which make the media of sports stars appear alienation tendency. The research shows that the good media reproduction of sports stars needs to be guided by the socialist core value system, formulate laws and regulations, perfect the relevant education system, and enhance the introspect and self-discipline of the media. At the same time, it is necessary to maintain the image of sports stars and coordinate with each other to promote the harmonious and orderly development of sports star culture.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G80-05

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