以NFL为例解析大众媒介与体育竞赛产业的共生关系

Resolve the Role of the Mass Media in Promoting the Industry of Sports Competition Based on a Case Study of the NFL

以NFL为代表的美国四大体育联盟是美国体育竞赛表演产业的重要组成部分,不仅带来了实体的体育赛事观赏、服装器械推销以及可能的健身场馆消费,还实现了民众精神文化需求的替代性满足。笔者认为,大众媒介与体育竞赛表演的有机结合,可以实现帕累托最优结构:大众媒介加强了体育竞赛表演的娱乐性和戏剧性,提升了体育竞赛的文化品味和精神内涵,扩大了体育产业的覆盖面和影响力;媒介受众获得了体育竞赛的娱乐快感和精神体验,成为体育事件参与者和体育相关产业的潜在消费者。本文通过对美国NFL联盟赛事与媒介关系的解读,从媒介心理学和媒介社会学的角度建立模型,分析了大众媒介与体育竞赛产业的共生关系。

The four major U. S. sports leagues, especially NFL, are the important parts of the American sports competition industry. They not only operate sport shows, sell clothing and equipment, and run fitness venues, but also contain people＇s alternative needs of spirit and culture. The author believes the organic combination of mass media and sport shows can achieve a Pareto optimality structure. On the one hand, by enhancing the enjoyment, cultural tastes and spiritual connotation of the sport shows, mass media expand the coverage and influence of the sports industry. On the other hand, the media audiences getting the entertainment and spiritual experience from sports competitions performance, will be sports--participants and potential consumers of sports--related industries. Basing on media psychology and media sociology, the author analyses the crucial structural role of mass media playing in the sports competitive industry, interpreting the relationship between NFL and mass media by medal--building.