行动者网络理论视角下体育文化宣传的情感效能与认同驱动

The Emotional Efficiency and Identity Drive of Sports Culture Propaganda under the Actor Network Theory

体育文化建设是中国式现代化体育强国建设的软实力,体育文化崛起是体育强国建设的基石。然而,在媒介技术和社会环境变革下,受网络流行文化和娱乐多元化的冲击,民族传统体育文化宣传在内容渠道、方法手段上存在滞后。基于此,文章运用文献分析法、问卷调查法和网络民族志等研究方法,基于行动者网络理论,创建体育文化宣传的网络行动者路径。通过行动者招募动员,打破体育文化认知圈层壁垒;通过设置强制通行点,形成体育文化传播共同体;通过行动者网络,提高体育文化宣传效能,为体育文化宣传实现情感赋能和认同驱动。

The construction of sports culture is the soft power of the construction of a modern Chinese-style sports power,the rise of sports culture is the cornerstone of the construction of a strong sports country.However,under the changes in media technology and social environment,affected by the diversity of online pop culture and entertainment diversification,the publicity of traditional sports culture lags behind in the content,channels,methods and means.Based on this,the paper uses literature analysis,questionnaire survey and network ethnography,under the Actor Network Theory,Create a network actor path of sports culture publicity.Through the mobilization of actors,break the barriers of sports culture cognition circle;by setting up compulsory passage points,the formation of sports culture communication community;improve the effectiveness of sports culture propaganda through the network of actors,to achieve emotional empowerment and identity drive for sports culture publicity.