本我与他我:受众理论视角下民族传统体育对外传播研究

Ego And Alter Ego:A Study on the External Communication of National Traditional Sports from the Perspective of Audience Theory

以民族传统体育对外传播为研究对象,采用文献资料法将受众理论应用到民族传统体育对外传播中进行反思性分析。以受众理论是研究民族传统体育对外传播的逻辑起止,分别从使用与满足论、个体差异论、社会参与论、社会关系论具体分析了受众与民族传统体育对外传播的互动关系和现实表征。研究认为,应该以受众为核心构建民族传统体育对外传播的话语体系,这样才能实现民族传统体育“本我”与“他我”的协调统一,提升其元认知能力和传播效果。

Taking the external communication of national traditional sports as the research object,this paper makes a reflective analysis by applying audience theory to the external communication of national traditional sports by means of literature review.Taking the audience theory as the logical starting and ending of studying the external communication of national traditional sports,this paper analyzes the interactive relationship and realistic representation between the audience and the external communication of national traditional sports from the perspectives of use and satisfaction,individual difference,social participation and social relations.The research thinks that the audience should be the core to construct the discourse system of external communication of national traditional sports,so as to realize the coordination and unity of ego and alter ego of national traditional sports,and enhance its cognitive ability and communication effect.