采用文献资料、逻辑分析等方法,基于传播学与社会学的交叉理论视角,探讨新传媒环境中大众体育生活方式嬗变的形式、问题及引导策略.研究认为,大众体育生活方式嬗变的问题是:身体参与层面体育锻炼欠缺;生活意识层面体育价值观逐渐异化;制度建设存在市场监管机制缺失.建议:加强传媒法制机制建设,加大体育赛事监管力度;转换传媒原有角色定位,服务群众体育生活需要;挖掘体育传媒衍生价值,法理界限内拓展新途径.以协同共建合理导向嬗变,实现全民健康参与体育生活.%Based on the cross-theory perspective of communication science and sociology, this paper explores the forms, problems and guiding strategies of the changes of public sports lifestyle in the new media environment. The study considers that the problems includes the theory of physical participation is advancing and the practice is backward; sports value is gradually alienating at the level of life consciousness; lack of market supervision mechanism in institution building. Suggestions: strengthen the construction of media legal system, increase the supervision of sports events; change the original role of media to serve the needs of people's sports life; excavate the value derived from sports media and expand new ways within the boundaries of legal principles. Collaboratively build a reasonable and changeable orientation to realize the healthy participation in sports of people.
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