“徐雷约架”负面效应与武术文化传播策略

The Negative Effect of "Xu Lei Threw down the Gauntlet" and the Communication Strategy of Martial Arts Culture

近乎闹剧的"徐雷约架"已然成为武术传播进程中一个不可回避的标志性事件,其对于武术的"污名化"传播效果不容忽视,同时也为武术今后开展精准传播、进一步提升传播质量和效果提供了借鉴:其一,在传播方向上确立文体并重、文化为主的思路,两者兼顾,更注重武术文化的传播;其二,在传播内容上坚持真实,切忌玄幻,避免过度夸张、渲染的内容误导公众对武术的本质和功能产生错误的认识和理解;其三,在传播效果上既要名气,更要名誉,不仅要实现知名度与美誉度的契合,而且要将追求美誉度作为首要的考量。

'Xu Lei threw down the gauntlet', which was nearly a farce, has become an unavoidable event in the communicating process of martial arts, and the 'stigmatizing' effect of martial arts communication cannot be ignored, it also provided a reference for the future development of accurate communication of martial arts to further improve the quality and effect of communication.First, in the direction of propagation, we should establish style-culture oriented ideas, pay more attention to the spread of martial arts culture; second, on the dissemination of the contents, we should adhere to reality, avoid excessive exaggeration, which would mislead the public to generate incorrect understanding to the nature and the function of martial arts; third, in the effect of communication, we should grasp both the fame and reputation, not only achieving popularity and reputation, but also pursuing reputation as a top priority.