谷　鹏,　陶玉流

(1.苏州大学 凤凰传媒学院,江苏 苏州215123; 2.苏州大学 体育学院,江苏 苏州 215021)



新中国成立后我国体育传播议程设置的语境性反思

谷鹏1,陶玉流2

(1.苏州大学 凤凰传媒学院,江苏 苏州215123; 2.苏州大学 体育学院,江苏 苏州 215021)

摘要对新中国成立后我国体育传播经历的政治语境、消费语境与文化语境进行分析。认为:这3种语境在不同阶段的主导性、整体发展的互动性,促使我国体育传播的“议程设置”“使用与满足”表现出复杂的内涵与外延;其中有关“人”的主体性呈现缺失、结构与建构的传播特征。提出:在大数据传播时代,我国体育传播应密切关注“人的存在与人的感觉”,这是体育强国建设的重要内涵和“中国梦”顺利实现的助推剂。

关键词体育传播; 语境; 议程设置; 使用与满足; 大数据

DOI10.16099/j.sus.2016.02.015

Contextual Reflection on the Agenda-setting of Sports Communication in China since 1949

GU Peng1,TAO Yuliu2

AbstractSince 1949,sports communication in China has experienced successively three development contexts dominated by politics,consumption and culture.The dominance of these 3 contexts and their interactivity make the “agenda-setting” and “uses and gratification” in sports communication possess complex connotation and extension.Among them,the subjectivity of “human” is missing,with the communication features of deconstruction and construction.This paper proposed that in the big data age,sports communication in China should attach importance to the presence and sentiments of human beings,which is not only the important connotation of the construction of a major sports country but also a stimulus to realize great Chinese dreams.

Keywordssports communication；context；agenda-setting;uses and gratification;big data

Author’s address1.Phoenix Communication School,Suzhou University,Suzhou 215123,Jiangsu,China；2.School of Physical Education,Suzhou University,Suzhou 215021,Jiangsu,China

新中国成立后,我国体育传播先后经历政治语境、消费语境与文化语境。这3种语境并非决裂式断层,后者与前者始终保持着紧密关联:政治语境主导着消费语境、文化语境；消费语境中隐现着政治语境、文化语境；文化语境呈现着消费语境、政治语境。这些不同时代的“语境”反映在我国体育传媒的发展历程之中,描绘着全球体育传媒的“坐标轴”上我国体育传媒的运行轨迹,彰显着当下我国体育强国建设的现实价值。60多年来,我国体育传媒先后经历了传统媒体、互联网媒体和自媒体等3个各为主体的发展阶段,传播主体、传播媒介、传播受众等均形成阶段性特征,体育文化也产生了内涵、外延的变化。……