瑜伽媒体传播的女性化趋向:现状与发生机制——基于对网络、图书、报纸的内容分析

Tendency toward Feminization of Yoga in Media Communication: Current Status and Generating Mechanism —— Based on the Content Analysis of Network, Book and Newspaper

运用内容分析法,对我国的瑜伽媒体传播现状进行了定量研究,发现以下几个问题:(1)瑜伽媒体传播越来越脱离瑜伽传统的精神内涵;(2)女性化倾向严重,女性成为媒体传播的焦点;(3)片面强调瑜伽的身体功效,促使其面临"异化"。据此认为:消费主义作祟、市场解构、审美泛化等深层原因导致了媒体传播偏颇,受众认知"单向度",进而阻碍我国体育文化的良性发展。鉴于此,对"请进来"的优秀体育文化,应更加客观与理性地对待,避免其成为消费主义的附庸,同时,也为我国体育文化的"走出去"敲响警钟。

Applying the method of content analysis, the authors made a quantitative study on the current situation of the media communication of Yoga in China. The result shows that the media communication of Yoga is going far away from the traditional spiritual content of Yoga. The tendency toward Feminization is obvious. The female has become the main object of media communication. The one-sided emphasis on the body effect of Yoga has caused the alienation of Yoga. The paper concludes that consumerism, market deconstruction and aesthetic generalization have misled the media communication and results in one-way audience cognition. This has hampered the positive development of sport culture in China. Therefore, we should take an objective and rational attitude toward introduced excellent sport culture so as to help it avoid being the vassal of consumerism. Meanwhile, it can be a caution alarm for Chinese sport culture on its way toward the world.