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村BA：乡土体育文化的破圈传播与价值实现

Country Basketball Association: The Circle-breaking Communication and Value Realization of Vernacular Sports Culture

中国新闻评论 / 2023,4(3)：82-90 / 2023-08-18 162 273

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• 作者： 徐锐      王琬琪     
• 单位：

  中南财经政法大学，武汉

• 关键词： 村BA；乡土体育文化；破圈传播；价值实现
• Country basketball association; Vernacular sports culture; Circle-breaking communication; Value realization
• 摘要： 本文运用文献资料法等，对以村BA为代表的乡土体育文化破圈传播的表现、动因和价值进行研究。村BA将地域民俗与体育运动相结合，通过主流媒体和自媒体的内容生产与二次传播，实现从具身参与到虚拟在场、从单一介质到协同矩阵、从语言符码到视觉符码的破圈传播。以村BA为代表的乡土体育文化之所以能实现破圈传播，在于群众对高质量精神文化生活的共鸣与认同、新媒体平台对关系资源的激活与连接、主流文化与圈层文化的融合与助推。乡土体育文化的破圈传播有助于赋能个体参与式表达与情感连接，重构社会秩序与价值共同体，成为中国式现代化进程中乡村振兴的有力实践。
• By using literature and other methods, this paper studied the performance, motivationand value of the circle-breaking communication of vernacular sports culture, represented by countrybasketball association. Country basketball association combines regional folklore and sports, andthrough content production and secondary dissemination by mainstream media and self-media. Itachieves the circle-breaking communication from physical participation to virtual presence, from asingle medium to a collaborative matrix, and from linguistic symbols to visual symbols. Vernacularsports culture can break the circle and communicate because of the public’s resonance and recognitionof quality spiritual and cultural life, the activation and connection of new media platforms to relationalresources, and the integration and promotion of mainstream culture and circle culture. The circlebreakingcommunication of vernacular sports culture empowers individual participatory expressionand emotional connection, reconstructs the social order and the value communities, and becomes apowerful practice for rural revitalization in the process of Chinese path to modernization.
• DOI： https://doi.org/10.35534/cnr.0403010
• 引用： 徐锐，王琬琪．村BA：乡土体育文化的破圈传播与价值实现［J］．中国新闻评论，2023，4（3）：82-90．