论商业化与体育的变化

The Changes in Sport under Commercialization

采用文献资料和逻辑分析法,对商业化影响下的体育所发生的变化做一梳理。结果表明在商业化的驱动下,原本属于游戏的体育在本质、结构、内容和组织等方面都发生了不同程度的变化。业余主义原则逐渐衰退和解体,体育走上了职业化的发展道路;体育规则、运动场环境、体育用品和设备等越来越为经济和媒体的利益服务;体育的取向从强调“美学取向”向“英雄取向”变化,成为大众娱乐的一种形式;媒体、体育和经济系统三者的结合,形成了现代职业体育新的组织体系。

Using documents review and logical analysis, this paper discusses briefly the changes in sport under commercialization. Under the great influences of commercialization, changes of different levels in sport that used to be regarded as play have arisen in terms of nature, structure, content and organization, etc. Modern sport, the amateur principle of which has declined and disintegrated gradually, is on the way of professionalism. Sports rules, the surroundings of play fields, sports goods and equipments and others offer a service to the profits of economy and media. Sports orientation has changed from aesthet. ics orientation to hero orientation, which becomes a form of mass amusement. The combination of media system, sports sys tem and economic system makes modem professional sport form a new organizational system.