从奇观到消费：体育影像狂欢中视觉文化转向及传播策略

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从奇观到消费：体育影像狂欢中视觉文化转向及传播策略

作者：牟向前 王庆军

来源：《山东体育科技》2019年第03期

摘 要：在传播、文化符号、经济等学科理论的参照下，采用文献资料法、参与观察法，以体育直播赛场中视觉图景为分析文本，用“狂欢景观”“视觉消费”等理论视角刨析了媒体体育受众消费行为中视觉转向的内在机理。研究认为消费社会语境下，体育符号与媒介商业市场不谋而合，传播力度被无限放大，将“沉默的大多数”转化为“狂欢的大多数”;数字媒介的发展使得媒体体育成为一种异彩纷呈的视觉生产与视觉奇观;狂欢景观下，视觉形象正在从无功利的审美向功利性的视觉诉求转变是受众消费文化的基础;体育用户甘愿为高度商业化的视觉享受买单和放弃剩余价值;媒体体育通过营造媒介狂欢景观、传播偶像消费符号等使得受众视觉文化转化从而产生视觉体验性消费;媒介特定的场域中视觉奇观的簇拥是体育用户消费和视觉文化转向的内在核心动力。线上赛场的媒介产品应采取增强体验感、体育符号元素、营造稳定、游戏性的媒介环境等策略。

关键词：消费;体育奇观;体育影像;视觉文化;狂欢景观;产品策略

中图分类号：G80-056 ;文献标识码：A ;文章编号：1009-9840（2019）03-0001-06 Abstract：Referring to the theories of communication， linguistic symbols， economics and other disciplines， this paper uses the method of documentation and participatory observation to analyze the text based on the visual scene in the live sports stadium， and explores the internal

mechanism of visual shift in media sports audience's consumption behavior from the perspectives of \， sports symbols coincide with the media commercial market， and the intensity of communication is enlarged infinitely， transforming \makes media sports an unusually diverse visual production and visual wonder; under Carnival landscape， visual image is changing from utilitarian aesthetics to utilitarian vision. The change of perception appeal is the basis of consumer culture; sports users are willing to pay for highly

commercialized visual enjoyment and abandon surplus value; media sports transforms the audience's visual culture through creating media Carnival landscape and spreading iconic consumption symbols; and visual spectacle crowding in media-specific fields is the internal core motive force of turning for the consumption of sports users and visual culture. The media products of online games should adopt strategies such as enhancing the sense of experience， sports symbol elements， and creating a stable and game media environment.

Key words：consumption; sports spectacle; sports image; visual culture; Carnival landscape; product strategy