| 符号互动视域下体育电商直播中的身体消费 |
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| 引用本文： | 徐磊,王庆军.符号互动视域下体育电商直播中的身体消费[J].武汉体育学院学报,2021,54(11):56-61. |
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| 作者姓名： | 徐磊 王庆军 |
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| 作者单位： | 1. 武汉体育学院 期刊社, 湖北 武汉 430079;2. 武汉体育学院 新闻传播学院, 湖北 武汉 430079;3. 福建师范大学 体育科学学院, 福建 福州 350007 |
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| 基金项目： | 国家社会科学基金项目（16BTY110）；江苏省社会科学基金青年项目（18TYC001）。 |
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| 摘 要： | 基于符号互动论的视角，探讨体育电商直播中的新型身体消费机制。研究发现：消费者对体育电商主播的身体形象进行符号化消费、直播间为主播和消费者的身体符号化呈现提供了消费情境、主播与消费者双向的具身参与互动助推身体符号化消费行为。据此提出体育电商直播中的身体消费实施路径：充分发挥体育电商主播的身体符号化优势、积极打造观赏型和参与型的符号化消费情境、强化主播与消费者的具身符号化互动体验。
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| 关 键 词： | 体育电商直播 符号互动论 身体消费 体育消费 虚拟在场 |
| 收稿时间： | 2021-09-05 |
Research on International Discourse Right of Chinese Wushu in New Media Era |
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| XU Lei,WANG Qingjun.Research on International Discourse Right of Chinese Wushu in New Media Era[J].Journal of Wuhan Institute of Physical Education,2021,54(11):56-61. |
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| Authors: | XU Lei WANG Qingjun |
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| Institution: | 1. Editorial Dept, Wuhan Sports Univ., Wuhan 430079, China;2. Graduate Dept., Wuhan Sports Univ., Wuhan 430079, China;3. School of Sports Science, Fujian Normal Univ., Fuzhou 350007, China |
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| Abstract: | In the era of new media, it is of great significance to explore the strategies to enhance the international discourse power of the Chinese Wushu and to help build China into a strong sports country. Through literature study, text analysis, induction and deduction, this paper explored into the opportunities, challenges and countermeasures of promoting the international discourse power of the Chinese Wushu in the new media era. It was found that the new media could enrich the content and expression of the Chinese Wushu discourse, broaden the subject, form and channel of the Chinese Wushu discourse communication, and enhance the effectiveness of the Chinese Wushu discourse communication, which provided opportunities for the promotion of international discourse power of the Chinese Wushu faced with excessive media dependence, digital division, fragmented communication and discourse carnival. Based on this, this paper put forward the strategies to strengthen the Chinese Wushu, to strengthen the mass media communication, to optimize the Wushu communication talents, to enhance the dialogue ability of the discourse subjects, to strengthen the international discourse power. It was necessary to reconstruct the communication discourse system of Wushu, eliminate the barrier of cross-cultural communication, build the brand of international Wushu events, promote the gem of the Chinese traditional culture, subdivide the communication field of new media users, and create a harmonious network discourse space. |
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| Keywords: | new media Chinese Wushu international discourse Wushu cultural communication sports power |
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