我国传统体育的媒介话语呈现——以《中国体育报》报道为例

The Media Presentation of the Traditional Sports of China——Taking the reporting of China Sports Daily for example

主要采用文本分析法,对选定时间段的《中国体育报》关于传统体育的报道内容进行阅读分析,包括各类消息、评论和深度报道。分析了传统体育信息报道量少且不均、浅层叙事、教育内容大于文化特色等媒介呈现特征,揭示了文本所传递的草根参与性、文化教育性、便利实用性和自在随意性等特征所形成的"刻板印象"。研究认为,传统体育的媒介呈现姿态是其社会传播过程中被动、滞后反应的必然结果,刻板印象的形成绝非偶然;研究揭示了影响我国传统体育媒介话语呈现的三种力量,认为其媒介话语呈现结果不仅受制于以体育主管部门和体育方针政策为代表的政治力量的制约,同时也受到媒体自身市场定位的影响,并且民间话语势力也开始成为一支影响传统体育媒介话语传播的力量。

This paper analyzes the news report about traditional sports during the selected period of China Sports Daily by using methods of text analysis, including all kinds of news. comments and deep coverage. According to the text analysis, it is founded that the media discourse of the tradional sports presents the following feathers , that is the low quatity, shallow narration and ed- ucation content of great importance ~ futhermore, the paper reveals the ＂stereotype＂of the tradi- tional sports forwarding by the reports , and the stereotype can be describled that grass--roots participation, cultural education, convenience and practical applicability, and ease randomness. The author points out that the media presentation of the traditional sports is inevitable outcome of the passive reaction for the social transmission; the study reveals that three forces influencing the media presentation, that the result is not only subjected to the administration force of sports pol- icy and sports government, but also effected by the market positioning of the media, and the civil intellectual is becoming another force influencing the media discourse transmission of the tradional sports.