教化还是异化——对2010南非“世界杯”体育报道的分析

Acculturation or Alienation——Empirical Analysis of "2010 World Cup in South Africa" Sports Reporting

体育具有高度的教育价值,终极目的是为了人的全面发展,以传递体育信息、传播体育文化、传承体育精神为使命的体育传播本应是一种具有教化功能的建构性文化,把普及与提高相结合,把大众化、世俗化与人文品位统一起来,培养受众健康向上的体育审美趣味。然而伴随着体育运动的职业化、商业化、全球化和多元化发展,在文化工业商业化的背景下,体育传播的功能发生了异化,从根本上违背了体育传播教化的初衷。文章通过对2010南非"世界杯"体育报道的分析,具体呈现这一现实。

Sports has a high value of education,the ultimate aim is the overall development of human being.Sports communication should be the main channel to deliver sports information and improve people＇s taste in aesthetic of sport.However,under the professionalization,commercialization and globlization,the function of sports was alienated.By the analysis of＂2010 World Cup in South Africa＂sports reporting,all the above is presented in details.