NBA电视转播中所塑造的球员形象与叙事策略探究

Players’ Image Building and Narrative Strategies of NBA Television Broadcasting

NBA电视转播的商业运作模式以及经营理念一度成为学术界炽手可热的话题。作为一家世界级别追求盈利的联盟公司,NBA从发展至今所走的每一步都是为了在确保比赛公平的前提下吸引更多的观众、媒体和赞助商。NBA电视转播制作的创新理念与独特表现手法,也成为我国篮球电视转播领域模仿的对象。NBA电视转播在制作过程中有什么特殊之处?如何刻画球员形象?如何利用电视画面呈现精彩的篮球技战术?作为体育赛事转播制作的大国,我们又可以从中受到怎样的启发和借鉴?都是值得我国体育电视转播领域关注和思考的问题。以传播学、叙事学的相关理论为基础,运用实地调查法、录像观察法、内容分析法等研究方法对2017年NBA总决赛5场系列赛录像的近景、慢镜、字幕对位以及球员得分等相关要素进行数据统计与分析,探索NBA电视转播中的球员形象刻画的意图与叙事策略。结论如下:1)NBA电视转播的球员形象刻画旨在推动商业发展的同时,承载对美国英雄文化、梦想文化的意识形态,实现社会教育功能目的;2)NBA电视转播的叙事策略包括赛前预告的球员对位语境设置、比赛故事脚本赛前预设、赛中球员形象英雄化塑造、跌宕起伏的情节安排、以及多维逻辑呈现细节的叙事策略;3)NBA电视转播在球员形象塑造方面具有画面叙事多维重复性、球员故事线预设的主、次性、事件表述的情节性等明显特征;为今后我国职业篮球及体育电视转播提供了更好的电视转播制作理念和实操经验。

The business operation mode and business philosophy of NBA TV broadcasting became a hot topic in academic circles.As a world-class profit-making league company,NBA has taken every step since its development to attract more audiences,media and sponsors on the premise of ensuring fair play.The innovative idea and unique expression method of NBA TV broadcasting production has become the object of imitation in the field of basketball TV broadcasting in China.What is special about NBA TV broadcasting in the process of production?How to portray the image of players?How to present wonderful basketball technical and tactical pictures in TV broadcasting?As a big country of sports event broadcasting,what can we learn from it?These are all questions worthy of attention and consideration in the field of sports television broadcasting in China.Based on the related theories of communication and narratology,this paper uses the methods of field investigation,video observation and content analysis to make data statistics and analysis on the technical elements such as close shot,slow mirror,subtitle alignment and player score of the five NBA Finals in 2017,and to explore the intention and narrative strategy of player image depiction in NBA TV broadcasting.Conclusions:1)NBA TV’s depiction of players’image aims to promote the development of business,meanwhile,it carries the ideology of American hero culture and dream culture,and realizes the purpose of social education;2)the narrative strategies of NBA TV broadcasting include the setting of player’s counterpoint context in the pre match notice,the pre match setting of game story script,the heroic shaping of player’s image in the game,the arrangement of ups and downs,and the narrative strategies of multi-dimensional logical presentation of details;3)NBA TV broadcast has the obvious characteristics of multi-dimensional repetition of picture narration,primary and secondary presupposition of player’s story line,plot of event expression,etc.NBA TV broadcasting provides good production concept and practical experience for China’s professional basketball and other sports TV broadcasting in the future.