社会传播学视域下青少年媒体消费促体育行为的成因研究——以《灌篮高手》为例
Research on Causes of Teenagers' Media Consumption Promoting Sports Behavior from the Perspective of Social Communication: A Case Study of Slam Dunk
投稿时间:2019-02-27  
DOI:
中文关键词:青少年  媒体消费  体育参与  体育消费
英文关键词:teenager  media consumption  sports participation  sports consumption
基金项目:国家社会科学基金青年项目(19CTY006)
作者单位E-mail
郑和明 浙江传媒学院 zhenghe127@126.com 
俞 林  1352584703@qq.com 
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中文摘要:
      媒体消费是青少年乐于选择的休闲形式,“日常生活媒介化”成为当前青少年的基本生存事实,青少年体育参与和消费行为的产生不是与生俱来的,那么媒体消费是否能对青少年的体育行为带来有益的影响?如何设计媒体内容才能更利于青少年接受并转化成积极行动?以青少年消费《灌篮高手》后产生体育行为的既定事实为研究起点,通过文献资料法、德尔菲法、内容分析法等,运用使用与满足、创新扩散等社会传播学理论进行青少年媒体消费促体育行为的成因解读,得出:媒体消费内容中“角色互换”与“知识启蒙”使青少年获得了使用满足,而“人际传播”和“个体从众”促使青少年产生体育行为的创新扩散。两者间形成良好互动,有利于体育参与和消费行为保持持续的生命力,以期为将来体育媒体产品的设计、体育行为的激发、体育人口的增量提供理论支持。
英文摘要:
      Media consumption is a form of leisure that teenagers would like to choose. At present, "media-oriented daily life" has become the basic survival fact for the teenagers. Teenagers are not born with behaviors of sports participation and consumption. So can media consumption have a beneficial impact on their sports behavior? And how can media contents be designed to be easier for young people to accept and change into positive action? Starting with the established facts of sports behavior resulting from the consumption of Slam Dunk among teenagers, this study interpreted the causes of consumption-driven sports behaviors by using literature review, Delphi method and content analysis, and social communication theories such as Uses and Gratifications, Diffusion of Innovations, etc. revealing that the contents of " Role Conversion " and "Enlightenment" in media consumption enable teenagers to obtain user satisfaction; while "Interpersonal Communication" and " Bandwagon Effect" promote the innovative diffusion of sports behavior among teenagers. A good interaction between the two aspects is conducive to sustaining the vitality of sports participation and consumption behavior. The study is hoped to provide a theoretical reference for the design of sports media products, the promotion of sports behavior and the multiplication of sports population in the future.
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