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透过2011年7月9日至9月5日,国内体育网络媒体“凤凰体育”和“搜狐体育”的相关报道,对48则“姚明退役”的新闻文本进行内容分析。研究发现:网络体育媒体通过不同称谓、评价、称赞的话语进行渲染和再现,将姚明塑造为民族偶像,唤起受众的集体记忆和共同感情,加强传播效果;“姚明退役”是国内主流意识形态塑造“中国姚·国族之光”的佳作;体育文化与“国族主义”互为共振,“姚明退役”诠释出体育与国族认同的文化融合体。
Through the related reports of domestic sports network media “Phoenix Sports” and “Sohu Sports” from July 9, 2011 to September 5, 2011, content analysis was carried out on 48 news articles of “Yao Ming Retired” . The study found that: the online sports media rendered and reproduced through different terms, appraisal and praise, shaped Yao Ming as a national idol, aroused the audience’s collective memory and common feelings, and enhanced the dissemination effect; and “Yao Ming retired” is the mainstream awareness in the country “The Shape of the Chinese National Yao Yao” masterpiece; sports culture and “nationalism ” mutual resonance, “Yao Ming retired ” interpretation of sports and national identity of the cultural fusion.