经济逻辑与道德难题:论竞技体育商业化的伦理困境与可能出路

Economic Logic and Moral Dilemma:On the Ethical Dilemma and Possible Way Out of the Commercialization of Competitive Sports

竞技体育商业化中的伦理问题已成为影响我国竞技体育运行及其发展的突出性难题,主要表现在竞技体育所追求的美好生活伦理向度与商业行为所遵循的经济价值逻辑之间的冲突困境。基于经济伦理研究范式的视角转换,运用现象学、逻辑学、符号学等理论工具,从整体性伦理概念、范畴等学科意识到面向具体问题意识的角度出发,对竞技体育商业化实践中面临的伦理问题,以及其中的应对思路与解决出路进行了思考与探索。认为竞技体育商业化伦理困境突破的真正任务在于对二者存在伦理冲突的根据和根源进行揭示,通过借助政府、社会团体和个人的共同伦理自觉和制度设计来解决竞技体育与追求商业利益之间的伦理冲突问题。在竞技体育主动商业化的进程中,伦理道德是需要被守护的首要原则,只有真正落实伦理效用,才能为利益的合理创造提供条件,也才能从整体上促进竞技体育商业化的发展。

The ethical issue in the commercialization of competitive sports have become a prominent problem affecting the operation and development of competitive sports in China,which are mainly manifested in the conflict dilemma between the ethical dimension of the pursuit of a better life in competitive sports and the economic value logic followed by business behaviors.Based on the perspective shift of economic ethics research paradigm,using theoretical tools such as phenomenology,logic,semiology,etc.,and from the perspective of holistic ethical concepts,categories and other disciplines that are aware of the awareness of facing specific issues,thoughts and explorations were made on the ethical issues faced in the commercialization of competitive sports,as well as the corresponding ideas and solutions.It is believed that the real task of breaking through the ethical dilemma of the commercialization of competitive sports lies in revealing the basis and source of the ethical conflict between the two,and resolving the ethical conflict between competitive sports and the pursuit of commercial interests by leveraging the common ethical consciousness and system of the government,social groups and individuals,as well as system design.In the process of active commercialization of competitive sports,ethics and morality are the primary principles that need to be guarded.Only when the ethical effect is truly implemented,can conditions be provided for the reasonable creation of benefits,and the commercialization of competitive sports can be promoted as a whole.