网络体育传播中游戏表象的生成条件、内在机理与应对策略

Formation Conditions,Intrinsic Mechanisms and Strategies of Game Representation in Online Sports Communication

智媒时代,游戏表象广泛地出现在网络体育传播中,深刻影响着人们的认知和体育运动参与。运用文献资料法、逻辑分析法,探究游戏表象在网络体育传播中的生成条件,剖析其内在机理,进而反思其所带来的社会影响,提出应对策略。研究认为,在现阶段的网络体育传播中,大叙事共享不足与拟像过剩为游戏表象的生成提供了必要条件,它以资本力量推动的资料库消费为核心运行模式,参照与现实共生的想象力环境,形成了基于角色独立性的媒介产品生产逻辑。针对游戏表象带来的挑战与负面影响,提出网络体育传播的应对策略:加快媒体转型升级,适应游戏表象带来的模式变化;创新游戏玩法与机制,缓解游戏表象引发的趋同效应;注重技术研发与应用,弥补游戏表象中用户身体实践的不足;培育新型游戏共同体,遏制游戏表象造成的过度娱乐化问题。

In the era of intelligent media,game representation appears in online sports communication widely,influencing people’s cognition and participation in sports profoundly.This research explores the formation conditions of game representation in online sports communication,analyzes its intrinsic mechanisms,reflects its social impact and puts forward the strategies with the methods of literature and logical analysis.It holds that the lack of grand narrative sharing and the excess simulacra in current online sports communication provide the formation conditions for the game representation.It takes the database consumption as the core operation mode driven by capital power,refers to the imagination environment in symbiosis with reality and forms the media production logic based on character independence.In the view of challenges and negative impacts brought by the game representation,this research puts forward strategies for online sports communication:accelerating the transformation and upgrading of media to adapt the changing patterns of game representation,innovating the game play and the mechanisms to alleviate the convergence effect triggered by game representation,focusing on the research and the application of technology to make up the lack of users’physical practicing in game representation,and cultivating new game communities to resist over-entertainment caused by game representation.