后冬奥时代大众冰雪运动社会动员的创新扩散分析

Innovative Diffusion Analysis of Social Mobilisation for Mass Ice and Snow Sports in the Post-Winter Olympics Era

以探究后冬奥时代冰雪运动在大众参与中的传播扩散情况为目的,基于创新扩散视角,纳入社会动员、技术要素、个体特质3个层面建构大众参与冰雪运动SEM模型得出,社会动员、技术要素、个人特质均对大众持续参与冰雪运动项目具有显著影响。基于此,从宏观层面,应建构动员主导框架,与冰雪运动社会动员的政治环境、文化语境相结合,激发冰雪活动动员的内生动力机制,以实现共意性动员;中观层面,动员机制要依赖中介性的动员网络进行组织动员与资源配置,从而提升大众参与意识,引导运动习惯;微观层面,重视大众在冰雪运动社会动员中的主体性作用,将大众参与冰雪运动的现实动力与制约因素纳入媒介议程设置中,消解影响大众参与冰雪项目的阻隔因素,增强社会动员效果。

To investigate the diffusion of ice and snow sports in the post-Winter Olympics era.Based on the diffusion of innovation,the SEM model of public participation in ice and snow sports is constructed based on three dimensions,social mobilisation,technical elements and individual traits,which all have a significant impact on public participation in ice and snow sports.Based on this,at the macro level,a mobilisation-led framework should be constructed,combined with the political environment and cultural context of ice and snow sports social mobilisation,to stimulate the endogenous motivation mechanism of ice and snow activities mobilisation,in order to achieve consensual mobilisation.At the meso level,mobilisation mechanisms should rely on mediated mobilisation networks for organising and allocating resources,so as to raise public awareness of participation and guide sporting habits.At the micro level,the public's subjective role in the social mobilisation of ice and snow sports is valued,and the realistic dynamics and constraints of public participation in ice and snow sports are incorporated into the media agenda setting,so as to remove the barrier factors affecting public participation in ice and snow sports and enhance the effectiveness of social mobilisation.