体育消费的符号化现象及其价值分析

The Symbolic Phenomenon and Value Analysis of Sports Consumption

在当代社会消费现象符号化发展的分析基础上,对于置身其中的体育消费结构进行深入的符号价值分析,成为对体育消费市场解构的必然。消费社会中体育消费的结构变革及其发展趋向,使体育物质性与服务性消费市场与消费需求被赋予了深刻的符号价值内涵。而这一符号价值转向在积极推动体育产业发展的同时,也暴露出体育本质价值的缺失。如何使体育产业与全民体育参与的水平能够相互促进的协调发展,成为我国体育消费市场导向与体育产业发展过程中所亟待解决的问题。

Based on the fact that consumption ideology has diverted from object consumption to signal consumption, we have enough reasons to describe the structure of the sports consumption. Sports consumption market has been endowed with the symbolic value along with the transition of the structure of sports con- sumption in the trend of consumer society development. The transition of symbolic value have developed the sports industry, and at the same time it has exposed the absence of sports essence. To the market orientation of sports consumption and the development of sports industry, the urgent problem is that how the sports industry could be develop coordinate with the health level of public.