基于传播要素视角的妈祖民俗体育传播——以摆棕轿为主要案例

Study on Mazu Folk Sports Communication from the Perspective of Communication Elements——Take Baizongqiao as an example

运用文献资料法、实地考察法、分析法等方法,以摆棕轿为主要案例,分析妈祖民俗体育的传播要素主要包括传播环境、传播者、传播内容、传播媒介、受众等五种,指出妈祖民俗体育传播者是信源,妈祖民俗体育传播内容是传承和交流的关键,妈祖民俗体育传播环境是生存的载体,妈祖民俗体育传播媒介是发展的渠道,受众是妈祖民俗体育的接收者。建议采取重视大众媒体、重视传播人才队伍的建设,成立俱乐部,举办文化博览会以及利用明星、英雄效应等方式进行扩大传播,以促进妈祖民俗体育更好发展。

With methods of literature,fieldwork,interviews,and logic analysis,the paper studies the elements of Mazu folk sports communication,and analyzes the five elements of Mazu folk sports,such as the communication environment,communicators,content,media,and audience,and indicates that:Mazu folk sports communicator is the source of information,Mazu content of folk sports communication is the key to inheritance and communication,Mazu folk sports communication environment is the carrier of survival,Mazu folk sports media is the development of channels,the audience is the recipients of Mazu folk sports.It is advised to adopt projects that are consistent with the project,attach importance to the mass media and the construction of a talent team,set up clubs,hold cultural expositions,and use stars and heroic effects to promote the development of Mazu folk sports.