作　　者： ;

机构地区： 华南师范大学

出　　处： 《体育科学》 2005年第10期23-31,共9页

摘　　要： 以现代体育传播的兴起为出发点,探讨了现代社会为体育传播提供的基本条件,以及现代体育传播发展下,现代体育与媒体的结合形成了具有大众文化特征的文化形式———视觉文化;现代大众媒体所表现出的体育,集中体现了体育与媒体的狂欢,同时,大众媒体所推崇的锦标主义,忽视了对大众的关注,也影响到体育的形式和内容,使体育都是经过一定强化了的仪式表现出来。体育与大众传媒联姻而形成的体育传播的商业化,在促进体育发展的同时,也在很大程度上阻碍了体育的发展。体育全球化进程中有着体育现代化的深深印记,而传媒在体育全球化过程中发挥了巨大作用。同时,体育传播促进了世界体育的传播,促进了不同文化之间的体育交流。中国体育要成为世界体育的主流,必须主动融入到体育全球化大潮中,在改革与创新的基础上,建立具有中国特色的体育话语体系,形成自我发展模式。 Based on the spring up of modern sports communication ,this paper discussed the basic condition of modern society supporting for sports communication. Under the development of modern sports communication, the combination of modern sports and mass media formed the culture style with the character of mass culture,a kind of visual culture. The sports what was expressed by modern mass media focused on gala of sports and media. Championitis panegyrized by mass media neglected the public attention,which also influenced the content and form of sports. The sports expression that coming out experienced certain intensified ceremony. The commercialization of sports communication formed by alliance of sports and mass media which promoting the sports development restricted the sports development in certain degree at the same time. During the course of sports globalization, there was deep impression of sports modernization, while media played an important part in sports globalization. Sports communication promoted the communication of world sports and sports communication of different cultures. If China sports become the mainstream of world sports ,it must melt into the course of sports globalization. Based on the reform and innovation,sports system with Chinese character should be setup and self-developing mode should be formed.

关 键 词： 体育 传播 文化 全球化 民族传统体育

领　　域： [文化科学—运动人体科学] [文化科学—体育学]