背离与回归:体育市场主体的契约精神

Deviation and Regression:the Contract Spirit of the Main Body of Sports Market

体育市场主体的契约精神是领域内所有参与者之间的一种约定俗成的、休戚与共的精神盟约,包括:指向"强健身体"和"愉悦精神"的体育价值契约;以自由、拼搏、竞争、平等为主要内涵的体育精神契约;以"公平竞争""诚信比赛"以及具体体育运动规则为主要内容的体育规则契约。然而,体育的商品化、团体利益的驱动、公权力的介入等因素使体育市场主体的契约精神逐渐出现了背离现象,"利益"成为了最高的追逐对象。其回归策略是,以体育审美代替体育逐利,以体育精神的贯彻代替体育精神的口号,以体育的自律代替公权力的介入。

The spirit of contract of the main body of sports market is a kind of convention and spirit of solidarity shared by all participants in the field. It includes a contract of sports value pointing to＂strong body＂and＂spirit of pleasure＂. It incorporates a contract of sports spirit with freedom,struggle,competition and equality as the main content and a contract of ＂fair competition＂with＂good faith competition＂and specific sports rules as the main content of sports rules contract. However,the commercialization of sports,the driving of group interests and the intervention of public power make the spirit of sports contract gradually deviated. ＂Interest＂has become the highest chasing objective. Its strategy to return to the norm is to use the sports aesthetics to replace physical education for profit and to use sports spirit instead of sports spirit slogan with sports self-discipline to replace public power intervention.