文化自信视域下中华优秀传统体育文化符号有效传播研究——以大型系列体育文化类节目《艺术里的奥林匹克》为例

A Study on the Effective Communication of Chinese Excellent Traditional Sports Culture Symbols fromthe Perspective of Cultural Confidence:Taking Large-scale Series of Sports and Cultural Programof The Olympics in Art as an Example

中华优秀传统体育文化符号作为讲述中国体育故事的重要载体,能彰显中华体育精神历久弥新的时代意涵,同时也能为个人增强体育文化自信增添有效助力。基于此,以大型系列体育文化类节目——《艺术里的奥林匹克》中的中华优秀传统体育文化符号为主线,从文化自信视域下探析其传播价值、内在机制以及所预设的传播效应。由此厘清中华优秀传统体育文化符号的有效传播对体育文化自信的影响以及实践操作路径。经分析认为,中华优秀传统体育文化符号的有效传播是建立在预设的知识性效应、情感性效应及调节性效应基础之上的,其中的知识性效应和情感性效应会分别影响个人对中华优秀传统体育文化的认知和认同,而调节性效应强调的则是对知识性效应和情感性效应的主体性作用的调节,从而能对中华优秀传统体育文化自觉形成影响。由此,从电视节目而言,要实现这一预设效应,进而实现有效传播,需要建构叙事场景、预设多元叙事主体视角、联结历史时空、扩充中华优秀传统体育文化符号的精神意涵,具体所指分别为以虚实空间相间的文化氛围初建文化认知、以多层图像视点形成的观点碰撞活化文化认知、从多重时空视角的呼应对话促进文化认同、以系统化叙事凸显的精神意涵和价值观增强文化自信。由此形成三大传播效应联动,最终达到增强观众的文化自信的目的。

The symbols of excellent traditional Chinese sports culture,as an important carrier of Chinese sports stories,demonstrate the timeless significance of Chinese sports spirit,and also add effective assistance to the enhancement of personal cultural confidence.Based on this,taking the Chinese excellent traditional sports cultural symbols from the large-scale series of sports and cultural program of The Olympics in Art as the main thread,this study explores the unique value,internal mechanism,and preset communication effects of their effective dissemination from the perspective of cultural confidence,which clarifies the impact of effective dissemination of Chinese excellent traditional sports cultural symbols on cultural confidence and the practical operation path.After analysis,it is believed that the effective dissemination of symbols of excellent traditional Chinese sports culture is based on predetermined knowledge effects,emotional effects,and regulatory effects,among which knowledge effects and emotional effects respectively affect individuals’cognition and identification with excellent traditional Chinese sports culture.The regulatory effect emphasizes the subjectivity and harmony of knowledge-based and emotional effects,thereby consciously forming an impact on the excellent traditional Chinese sports culture.For television programs,in order to achieve this preset effect to achieve effective dissemination,it is necessary to construct narrative scenes(establish cultural cognition through a cultural atmosphere of virtual and real spaces),and presetting multiple subject perspectives(activate cultural cognition through collision of cultural viewpoints from multiple lens perspectives);Linking historical time and space(promoting cultural identity through the echoing dialogue from multiple time and space perspectives),expanding the spiritual meaning of Chinese excellent traditional sports culture symbols(enhancing cultural confidence through the spiritual meaning and values highlighted by systematic narrative).This forms a linkage of three major communication effects,ultimately driving the audience’s cultural confidence enhancement together.