高尔夫运动的符号消费

Consumption of the golf symbol

从消费社会学的视角,对高尔夫运动在我国发展遭遇的困境进行分析。研究结果表明,我国的高尔夫运动符号消费象征意义超出了其运动本身的价值和意义,并引发人们对它的抵触和不认同;高尔夫运动项目的异化发展导致国家出台政策对其进行控制;大众传播媒介对高尔夫运动符号消费意义的传播起到直接导向作用。

From the perspective of consumption sociology, the authors analyzed the dilemma encountered by golf in its development in China, and revealed the following： the symbolic meaning of the consumption of the golf symbol in China has far exceeded the value and meaning of golf itself, and cause people to go against and refuse it; the dissimilated development of the golf event has caused China to implement policies to control it; mass media have played a direct guidance role in the communication of the consumption meaning of the golf symbol.