体育品牌传播新思路:基于球星篮球鞋文化“符号化”的视角

New Ideas of Sports Brand Communication:From the Perspective of“Symbolization”of Basketball Shoe Culture

“新媒体”与“媒介融合”的传媒背景下,篮球球迷与受众对球星篮球鞋文化的喜爱与欣赏已成为社会普遍现象之一,球星篮球鞋文化更是成为一种带有运动意义的符号。文章基于球星篮球鞋文化“符号化”视角,分析篮球鞋文化的符号学属性,探讨球星篮球鞋文化传播的“内卷”方式与现状,发现球星篮球鞋:(1)系列层出不穷,品牌赋能改变原有属性;(2)配色匠心独运,球鞋产品分级明显;(3)配置与众不同,科技感吸引受众群体。由此提出,通过体育品牌球星的媒介作用让球迷与受众对球星个人标识符号进行编码与解码,探索出球星篮球鞋文化符号助力体育品牌推广的有效路径,以期为篮球鞋文化的标识创建与精神内涵解读提供理论支撑,同时也为体育品牌传播的符号学研究提供一定的借鉴意义。

Under the background of“new media”and“media integration”,basketball fans and audiences’love and appreciation for basketball shoe culture of star players has become one of the common social phenomena,and the basketball shoe culture of star players has become a symbol with sports significance.Based on the perspective of“symbolization”of basketball shoe culture of basketball stars,this paper analyzes the semiotic attributes of basketball shoe culture and discusses the“involution”mode and current situation of basketball shoe culture communication of basketball stars.It is found that(1)the series is endless,and the brand can change the original attributes;(2)the color matching is ingenious,and the classification of shoes products is obvious;(3)the configuration is different,and the sense of technology attracts the audience.Therefore,it is proposed that the media role of sports brand stars enables fans and audiences to encode and decode the personal logos of sports stars,and explore an effective path for the cultural symbols of basketball shoes of sports stars to help sports brand promotion,in order to provide theoretical support for the logo creation and spiritual connotation interpretation of basketball shoe culture,and also provide certain reference significance for the semiotic research of sports brand communication.