试论符号消费视角中的体育消费

Discussion on Sports Consumption from the Angle of Symbol Consumption

以消费社会学、消费行为学、符号政治经济学、体育社会学和体育经济学等理论为基础,采用文献资料、社会调查、数理统计等研究方法,就现代消费社会体育消费符号特征进行分析探讨,说明体育商品不仅具有使用价值、交换价值,也具有符号价值、象征价值。如此,人们对体育商品的消费就具有了符号象征性:一是消费符号,二是符号的消费。而所有这一切必然导致体育消费的异化:即体育消费的浪费、体育消费从理性消费走向感性消费和体育消费中的炫耀性消费。

Based on the theories such as sociology of consumption, consumption behavioral science, symbol political economy, sports sociology and sports economics, by using the method of documentary, social investigation and statistics, this paper investigates and discusses the characteristic of sports consumption symbols in modem consumption society. It shows that sports goods not only have value of using and exchanging but also have value of symbol and symbolize. So the consumption of sports commodity manifests symbolic function. One is consumption symbol, the other is the consumption of symbols. All above will lead to the dissimilation of sport consumption such as ： waste of sports consumption, sports consumption which move towards sensibility from reason perceptual, conspicuous consumption, etc.