中国民族传统体育文化国际传播效果提升的影响因素与组态路径——基于YouTube热门视频的实证分析

Influencing Factors and Configuration Paths for Improving International Communication Effect of Traditional Chinese National Sports Culture:An Empirical Analysis Based on Popular YouTube Videos

采用定性比较与回归分析法,对YouTube平台中与民族传统体育文化相关的热门视频传播的影响因素及组态路径进行分析。研究发现,民族传统体育文化的传播内容、信息来源特征因素与传播效果存在显著相关性,并构成三种促进民族传统体育文化国际传播的组态路径,分别表现为:以系列短视频创作为主的内容支撑型、以过往内容二次创作为主的专业解读型、以迷影叙事为主的个人创作型路径。对应组态路径,建议民族传统体育文化国际传播应:丰富系列视频的叙事题材,注重传统体育元素与人物日常细节刻画;发挥官方叙事者专业优势,深入挖掘传统体育的价值理念;扩大迷影群体规模,优化个体叙事者关于传统武侠的戏仿创作。

Adopting qualitative comparison and regression analysis,the influencing factors and configuration paths of popular videos related to national traditional sports culture on the YouTube platform were studied.It was shown that there was a significant correlation between the communication content,information source and communication effect of the traditional Chinese national sports culture and the dissemination effect.Three configuration paths were formed to promote the communication of the traditional Chinese national sports culture,namely,the content support paths mainly based on series short videos,professional interpretation paths mainly based on secondary creation of the past content,personal creation paths mainly based on cinephilia narrative.Corresponding to the configuration path,it was recommended that the communication of the national traditional sports culture should enrich the narrative themes of the series of videos,pay attention to the national traditional sports elements and the portrayal of daily details of the characters.The professional advantages of the official narrators should be yielded,the values of the traditional Chinese national sports should be further explored,more fans were to be seen and the individual recreation of the traditional swordsman fiction was encouraged.