培养理论视域下体育频道助力冰雪文化的传播路径研究——以《BRTV冬奥纪实》为例

Research on the Communication Path of Sports Channel Helping Ice and Snow Culture from the Perspective of Training Theory——A Case Study on BRTV Winter Olympics Documentary

冰雪运动作为考验人类多重身体素质的运动项目,蕴涵丰富的文化底蕴。依靠如今的技术设备,冰雪运动也在不断打破区域发展限制。但在多方竞争之下冰雪项目仍然缺少被大众认可的机会。在2022年冬奥会的临近之际,冰雪体育文化被再度重视。2019年北京广播电视台对原体育频道进行整改,使其成为全新的推动冰雪体育文化传播的力量——BRTV冬奥纪实频道。本文从“培养理论”的视角来分析北京冬奥纪实频道在制度、节目安排及传输方式上存在阻碍,需要通过重塑频道品牌形象、把握节目编排、双模式建构等来大力推进冰雪体育文化的传播效率。这一类型体育频道的改革是未来电视传播媒介进行文化推广所需的新形式,也能够促进更多体育文化的发扬与传承。

Ice and snow sports,testing multiple physical qualities of human beings,contain rich cultural connotations.Relying on today’s technology and equipment,ice and snow sports are constantly breaking the regional development restrictions.However,under the fierce competition,the ice and snow project still lack the opportunity to be recognized by the public.With the influence of 2022 Winter Olympics,the ice and snow sports culture has been re-emphasized.In 2019,Beijing Radio and TV Station reformed the original sports channel,making it a brand-new force to promote the ice and snow sports culture:BRTV Winter Olympics documentary channel.From the perspective of"training theory",this paper analyzes the obstacles in the system,program arrangement and transmission mode of Beijing Winter Olympics documentary channel.It is necessary to vigorously promote the communication efficiency of ice and snow sports culture by reshaping the brand image of the channel,grasping the program arrangement,dual-mode construction and so on.The reform of this type of sports channel is a new form needed by TV media for cultural promotion in the future,and it can also promote the development and inheritance of more sports culture.