【摘要】：隨著我國改革開放的深入和融入世界步伐的加快,消費主義作為全球性的文化意識形態(tài),通過大眾傳媒全方位、地毯式的宣傳和勸說,使西方的消費方式和消費觀念扎根于我國人民頭腦之中,而大眾傳媒在傳播滲透消費主義價值觀的同時,自身也在潛移默化中受到了消費主義文化的“洗禮”。大眾傳媒不僅在傳播內(nèi)容、傳播符號、傳播功能上發(fā)生了轉變,同時在運作理念、制度安排、生產(chǎn)流程、敘事模式等方面也發(fā)生著消費主義文化的變異。媒體需要事件來填充,事件也需要媒體來關注。體育集原創(chuàng)性、實效性、觀賞性、戲劇性于一體,正是媒體所需事件的最佳載體,而媒介對體育運動的深度介入催生了一大批聚光燈閃耀下的體育明星,他們集運動天賦、職業(yè)成就、商業(yè)成功、名人價值、娛樂時尚、國家利益與個人緋聞于一身,在他們背后體現(xiàn)的正是消費主義在文化領域滲透擴張的結果。文章以體育明星的媒介再現(xiàn)為研究對象,采用文獻研讀法、專家訪談法、案例分析法等研究方法,在消費主義文化批判視域下選取體育明星的新聞報道和廣告代言兩個方面來分析探討媒介再現(xiàn)的現(xiàn)狀和問題,總結體育明星媒介再現(xiàn)的異化表征,探討這些異化問題帶來的不良社會影響,然后結合消費主義有關理論,從體育明星、受眾、傳媒三種視角探究其中的深層原因,進而試圖提出相關策略和建議。研究發(fā)現(xiàn),體育明星的媒介再現(xiàn)出現(xiàn)了媚俗化與娛樂化,符號化與商業(yè)化,片段化與奇觀化的異化傾向,這不僅弱化了體育精神的本質,構筑了人們在運動中情感交流的屏障,而且阻礙了體育明星的技能進步,降低了品牌代言的宣傳效果,侵犯了受眾的“不知情權”,創(chuàng)造了“沉默的大多數(shù)”,甚至誤導了青少年的人生觀、價值觀和消費觀。經(jīng)分析,體育明星自身的符號象征意義及消費文化功能是根基,且有意迎合傳媒宣傳報道也是一個重要因素；受眾自我表達與身份認同的需要,“單向度人”批判、思考能力的退化屬于內(nèi)在因素；收視率、閱聽率、點擊率、發(fā)行量是媒體的績效評估標準屬于外在因素。而隨著“書生辦報”向“商人辦報”轉變,“經(jīng)營媒體”成為媒體運作理念,這些因素都使體育明星的媒介再現(xiàn)出現(xiàn)了異化傾向。研究表明,體育明星良好的媒介再現(xiàn)需要以社會主義核心價值體系為導向,制定法律法規(guī),完善相關教育體制,增強傳媒的自省自律意識,同時還需要體育明星自身的形象維護,互相協(xié)調(diào)共同促進體育明星文化的和諧有序發(fā)展。
[Abstract]:With the deepening of China's reform and opening up and the acceleration of the pace of integration into the world, consumerism, as a global cultural ideology, through the mass media omni-directional, carpet propaganda and persuasion, The western consumption mode and consumption concept are rooted in the minds of our people, and while the mass media propagates and permeates the consumerism values, it is also baptized by the consumerism culture in the imperceptible process. The mass media has not only changed the content, symbol and function of communication, but also changed the consumerism culture in the aspects of operation concept, system arrangement, production process, narrative mode and so on. The media needs events to fill in, and events also need the media to pay attention to. Sports integrates originality, effectiveness, appreciation and drama, which is the best carrier of events needed by the media, and the deep intervention of the media in sports has given birth to a large number of sports stars shining in the spotlight, who set their sports talents. Professional achievement, business success, celebrity value, entertainment fashion, national interest and personal gossip are the result of the infiltration and expansion of consumerism in the field of culture. This paper takes the media reproduction of sports stars as the research object, and adopts the methods of literature study, expert interview, case analysis and so on. From the perspective of consumerism culture criticism, the news report and advertisement endorsement of sports stars are selected to analyze and discuss the present situation and problems of media reproduction, and summarize the alienation representation of sports star media reproduction. This paper probes into the adverse social effects of these alienation problems, and then probes into the deep causes from the perspectives of sports stars, audience and media, and then tries to put forward some relevant strategies and suggestions according to the relevant theories of consumerism. It is found that the media reproduction of sports stars has the alienation tendency of vulgarization and entertainment, symbolization and commercialization, fragmentation and singularity, which not only weakens the essence of sports spirit, but also constructs the barrier of people's emotional communication in sports. Moreover, it hinders the skill progress of sports stars, reduces the propaganda effect of brand endorsement, infringes the audience's "right not to know", creates a "silent majority", and even misleads teenagers' outlook on life, values and consumption. Through analysis, the symbolic meaning and consumer culture function of sports stars are the foundation, and it is also an important factor to cater to the media propaganda and report. The need of audience self-expression and identity, the criticism of "one-way degree person" and the degradation of thinking ability belong to the internal factors, and the viewing rate, listening rate, click-through rate and circulation are the external factors of the media performance evaluation standard. With the transformation from "bookseller" to "businessman running newspaper", "management media" has become the concept of media operation, all of which make the media of sports stars appear alienation tendency. The research shows that the good media reproduction of sports stars needs to be guided by the socialist core value system, formulate laws and regulations, perfect the relevant education system, and enhance the introspect and self-discipline of the media. At the same time, it is necessary to maintain the image of sports stars and coordinate with each other to promote the harmonious and orderly development of sports star culture.
【學位授予單位】：南京師范大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：G80-05

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