基于外显与内隐模式的中国冰球文化传播困境与启示

The Dilemma and Enlightenment of Ice Hockey Culture Communication in China Based on Explicit and Implicit Culture Models

我国冰球文化在赶超体育文化主导时期、商业体育文化与惠民体育文化主导时期分别呈现出了民族性与地域性、多元性与世界性的特点,本文以文化的外显和内隐理论为基础,总结当下我国冰球文化传播所面临的双重困境,即支撑不足的场地装备和成本费用的外显困境以及指向不明的规则理解和传统文化的内隐冲突,并通过分析北美职业冰球联盟NHL在进入中国市场后通过各渠道与方式推广冰球的相关策略,对我国的自有冰球文化传播提出了五点启示:深入聚焦冰球女性新受众;向内传播冰球文化新内核;移动互联媒介融合新尝试;“耳朵经济”助推播客新探索;媒介分众提高传播专业化。从而在理论构建层面进一步推动我国冰球文化的传播,以期带动我国大众冰雪运动的可持续参与及高质量发展。

In the leading period of catching up with and catching up with sports culture,the leading period of commercial sports culture and benefiting the people’s sports culture,the ice hockey culture presents national and regional,pluralistic and cosmopolitan characteristics.Based on the explicit and implicit theories of culture,this paper summarizes the double difficulties faced by the communication of ice hockey culture in our present.Is the lack of support and the field equipment and the cost of explicit and point to the unknown rule understanding and implicit conflict of traditional culture,and through the analysis of the north American ice hockey league NHL after entering the Chinese market through various channels and ways to promote hockey related policies,to our country’s ice hockey culture transmission put forward five enlightenments:in-depth focus on ice hockey new female audience;To spread the new core of hockey culture inward;New attempt of mobile Internet media convergence;The"ear economy"fuels new exploration of podcasts;Media focus enhances communication specialization.On this basis,we will further promote the spread of ice hockey culture in order to promote the sustainable participation and high-quality development of our mass ice sports.