摘要
贵州“村超”的现象级传播体现了中国式现代化进程与乡村体育赛事发展之间的深度融合与创新共振。研究以拉斯韦尔的“5W”传播模式为理论支点,从传者、内容、媒介、受者与效果5个维度全面剖析贵州“村超”赛事的传播模式创新,阐释传播过程中各类主体如何以真实丰富的传播内容与全媒体传播矩阵布局,在充分契合受众情感需求的前提下,塑造出我国乡村体育赛事的全新形象并发掘出其多元的社会价值。在此基础上,评估贵州“村超”传播模式创新的多元主体协同效应、乡土资源整合效应与新质生产力赋能效应,完成我国乡村赛事发展的经验凝练。
The phenomenal communication of Guizhou's"village super"reflects the deep integration and innovative resonance between the process of Chinese-style modernization and the development of rural sports events.Based on Lasswell's"5W"communication model as the theoretical fulcrum,this study comprehensively analyzes the communication mode innovation of Guizhou's"village super"events from the five dimensions of communicator,content,media,recipient,and effect,and explains how various subjects in the communication process can shape a new image of China's rural sports events and explore their diverse social value under the premise of fully meeting the emotional needs of the audience.On this basis,the enlightenment of the innovation of Guizhou's"village super"communication model is proposed:to drive the communication of rural events through the collaborative co-creation of multiple subjects;Enrich the dissemination of rural events with the integration of local cultural resources;Empower the communication of rural events with new digital quality productivity.
作者
方驰岚
李旦宜
陈鸯鸯
杨铄
FANG Chi-lan;LI Dan-yi;CHEN Yang-yang;YANG Shuo(Faculty of Sports Science,Ningbo University,Ningbo 315000,China)
出处
《浙江体育科学》
2026年第1期7-11,共5页
Zhejiang Sport Science
关键词
乡村体育赛事
“村超”
“5W”传播模式
体育传播
Rural sports events
"village super"
"5W"communication model
Sports communication
