我国民族传统体育品牌的传播策略研究

发布时间：2018-01-13 02:29

本文关键词：我国民族传统体育品牌的传播策略研究　出处：《武汉体育学院》2017年硕士论文　论文类型：学位论文

【摘要】：我国民族传统体育是我国体育文化的一个重要组成部分,其综合了我国传统文化的价值体系、传统体育的道德体系、传统体育的相关制度等方面,所以民族传统体育品牌是我国一块璀璨的明珠与瑰宝。然而由于多方面原因,中国传统文化流失现象严重,已成为传统文化在现当代发展的最大弊病,民族传统体育亦是如此。可见,维护传统文化,并使之发扬光大,迫在眉睫。作为现代体育方面进行相关研究的学者,能够为我国民族传统体育品牌的发展与继承贡献自己的一份力是情理之中的。本文通过麦克卢汉“媒介即讯息”理论、“数字鸿沟”理论、“议程设置功能”理论对当前民族传统体育品牌的发展现状与问题进行了分析,建立网络传播平台、提高媒体关注度、建设专业传播队伍拓宽传播渠道以及细分受众进行针对性传播,希望能对我国民族传统体育品牌的传播起到积极影响。我国民族传统体育品牌众多,我国民族传统体育项目众多,仅汉民族传统体育就有301项,少数民族传统体育共676项。主要有赛马、武术、赛龙舟、毽球、射箭、射弩、中国式摔跤、蒙古象棋、博克、布鲁以及波列等,其中作为传统武术中太极拳是我国民族传统体育品牌中的佼佼者,借鉴分析太极文化和太极拳的传播,通过大众最容易从何种途径了解太极拳的调查结果分别分析太极拳传播现状,以便更清晰的掌握我国民族传统体育品牌在传播中存在的优劣势、原因及对策。在新媒介时代的背景下,通过对我国传统体育文化的有效传播和植入,使我国民族传统体育品牌能够得到更好的传播与推广,将其展示给全世界,让全世界认识到我国的优秀体育品牌,进行发扬以及继承,并给予其一个高效率、执行力强的发展战略。
[Abstract]:Chinese traditional sports is an important part of Chinese sports culture, which integrates the value system of Chinese traditional culture, the moral system of traditional sports, the related system of traditional sports and so on. Therefore, the national traditional sports brand is a bright pearl and treasure of our country. However, due to many reasons, the phenomenon of loss of Chinese traditional culture is serious, which has become the biggest drawback of the development of traditional culture in modern and contemporary times. National traditional sports is the same. Visible, maintain the traditional culture, and make it carry forward, imminent. As a modern sports related research scholars. It is reasonable to be able to contribute to the development and inheritance of traditional national sports brands in China. Through McLuhan's theory of "media is information", "digital divide" theory. The theory of "agenda setting function" analyzes the current situation and problems of the traditional national sports brand, establishes the network communication platform, and raises the media attention. The construction of professional communication team to broaden the communication channels and segments of the audience for targeted communication, hoping to play a positive role in the dissemination of traditional sports brands in China. There are many national traditional sports brands in China. There are many national traditional sports in our country. There are 301 traditional sports of Han nationality and 676 traditional sports of ethnic minorities. There are mainly horse racing, martial arts, dragon boat racing, shuttlecock, archery, crossbow, Chinese wrestling. Mongolian chess, Bok, Blu and Borneh, among them, as the traditional martial arts Taijiquan is our national traditional sports brand leader, learn from the analysis of Taiji culture and the spread of Taijiquan. Through the popular understanding of Taijiquan survey results from which channels respectively analyze the current situation of Taijiquan communication in order to better grasp the advantages and disadvantages of the traditional national sports brand in the communication. Reasons and countermeasures. Under the background of the new media era, through the effective dissemination and implantation of Chinese traditional sports culture, our national traditional sports brand can be better spread and promotion, and show it to the whole world. Let the whole world realize the excellent sports brand of our country, carry on to carry on and inherit, and give it a development strategy with high efficiency and strong execution.
【学位授予单位】：武汉体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G812.47;G206

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