体育赛事与媒体传播的商务化——以羽毛球竞赛规则变化为例

The Commercialization Trend and Association of Sports and Media

体育运动与媒体活动原本是互不相及的两种事物.在现代背景之下,体育运动项目和体育教育内容依托媒体运动,实现了相关信息的大众传播.大众传播工具对体育信息的传播,彰显了体育运动挑战人类极限的诱人魅力,展现了体育运动巨大的社会功能.由于电视媒体能够对于体育赛事进行现场直播,把狭小的体育赛场扩展到世界的各个地方,也由此聚合了千万电视观众.商务机构看到了这种聚合与广告经济的关联,创造出了一个由体育赛事—电视媒体—电视媒体广告运营商—广告主—电视观众构成的商务活动链条.为了夯实这个链条,商务机构凭借强大的经济实力,迫使体育赛事的国际管理组织、体育赛事的举办方,对体育运动项目规则、体育赛事电视转播时间,给予了有利于经济利益分配的修改和倾斜.据此,体育运动与媒体活动产生了商务化的趋势,并有了紧密的关联.

Sports and media were originally two separate things. In the modern context, sport and physical education content rely on media to realize the mass information. Tools for the mass dissemination of sports information underscore the seductive charm to challenge human limit, and release the sport tremendous social function. The television media and broadcast living sports events extend the narrow competition grounds to every spots Around the world, and attract thousands million of viewers. Business agents grasped a phenomenon associated with the advertising economy, and created a business activities chain from the sporting events - television media- television advertising operators - advertisers- viewers. In order to consolidate the chain, the business institution oppressed the international sports management with their powerful economic force and, is conducive to the economic interests of the revision and distribution tilt. Accordingly, the sports and media have a commercialization tendency and interrelate.