| 媒介权力对体育媒体传播中女性形象的影响研究* |
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| 引用本文： | 刘〓婷,宋宗佩,冯培明,孙晨晨.媒介权力对体育媒体传播中女性形象的影响研究*[J].广州体育学院学报,2020(3):46-49. |
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| 作者姓名： | 刘〓婷 宋宗佩 冯培明 孙晨晨 |
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| 作者单位： | （1.广东体育职业技术学院，广东 广州〓510663；2.惠州学院体育学院，广东 惠州〓516007；3.韶关学院体育学院，广东 韶关〓512005；4.广东第二师范学院，广东 广州〓510303） |
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| 基金项目： | 广东省哲学社会科学规划项目（GD17YTY01） |
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| 摘 要： | 媒介权力作为第四种权力，影响着媒介形象的塑造。运用文献资料、逻辑分析和理论分析等研究方法，就媒介权力对女性形象的影响进行研究。研究发现，社会责任理论要求，体育媒体有必要塑造健康的女性形象。受媒介权力的正面影响，体育媒体中女性形象的塑造，表现出传播主体多元化、传播内容丰富化、传播途径多样化和传播受众理性化等特征。然而，以媒介缺位、媒介错位和媒介越位为表征的媒介权力异化，塑造了有偏差的女性形象，引发了受众对女性的不合理认知。未来受媒介权力的影响，体育媒体应在全媒介时代背景下丰富女性体育传播媒介，机会均等观念下均衡配备传播主体，性别平等理念下合理发布传播内容，培养理论视域下积极引导传媒受众，以促进体育领域性别平等观念的发展。
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| 关 键 词： | 媒介权力 体育媒体 女性形象 |
| 修稿时间： | 2020/3/25 0:00:00 |
Study on Impact of Media Power on Female Image in Sports Media |
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| Institution: | (1. Guangdong Vocational college of physical education, Guangzhou 510663, China;2. School of physical education, Huizhou University, Huizhou 516007, China3. School of physical education, Shaoguan University, Shaoguan 512005, China;4. Guangdong second normal university, Guangzhou 510303, China) |
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| Abstract: | As the fourth kind of power, media power influences the model of media image. This study conducts research on the influence of media power about female image by using literature, logical analysis and theoretical analysis. The study finds that the theory of social responsibility requires sports media to create healthy image of women. Under the positive influence of media power, the model of female image shows characteristics such as the diversification of communication subjects, the enrichment of communication contents, the diversification of communication channels and the rationalization of communication audiences in sports media. However, the alienation of media power, represented by the absence, dislocation and offside of media, creates deviant female image and leads to unreasonable cognition of women. Under the influence of media power, sports media should enrich women sports media in all media background, spread main body evenly under the concept of equal opportunity, publish broadcast content reasonably in the concept of gender equality and guide the media audience actively in the horizon of cultivation theory in order to promote the development of concept of gender equality in sports in the future. |
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| Keywords: | media power sports media female image |
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