CAJ | 학술논문

本文以NBA在中国的发展为考察案例,剖析媒介体育全球化对竞技运动发展的影响。文章认为：除了媒体巨头朝向垂直整合的发展之外,NBA也同样将它的资产版图朝向水平的方面扩张;彼此关系通过相互之间的互动更进一步地强化,而两者之间的合作更有利于在市场上获利。NBA在全球成功的营销和拓展,完全依赖于全球性媒体集团,主要是因为体育具有一种普适性的特质,有利于搭载国际的卫星频道。虽然在中国已经形成了媒介体育复合体的雏形,但NBA拥有的提供源源不绝的娱乐内容实力、与媒体互动的经验、充足的资本、历史悠久及组织严密的全球发行网络,都是中国篮球运动匮乏的。
본문이NBA재중국적발전위고찰안례,부석매개체육전구화대경기운동발전적영향。문장인위：제료매체거두조향수직정합적발전지외,NBA야동양장타적자산판도조향수평적방면확장;피차관계통과상호지간적호동경진일보지강화,이량자지간적합작경유리우재시장상획리。NBA재전구성공적영소화탁전,완전의뢰우전구성매체집단,주요시인위체육구유일충보괄성적특질,유리우탑재국제적위성빈도。수연재중국이경형성료매개체육복합체적추형,단NBA옹유적제공원원불절적오악내용실력、여매체호동적경험、충족적자본、역사유구급조직엄밀적전구발행망락,도시중국람구운동궤핍적。
From the views of sport globalization, based on the development of the NBA in China for the study case, the media sports globalization and the impact on local sports were discussed. It is concluded： in addition to the vertical integration of media giants, NBA also expands the ter- ritory toward the level in assets; they strengthened each other through mutual relations of inter- action, and the cooperation between them makes them more conducive for profit in the market. The global success of the NBA on marketing and extending depends entirely on global media group, mainly because the sports have universal characteristics, which will be helpful for carrying international satellite channel. Although in China there has been already prototype of media sports complex, the NBA has provided the wonderful sources of entertainment content strength, and media interactive experience, but it is the deficiency compared to NBA＇s sufficient capital, a long history and tightly organized global distribution network. At present, the globalization of the media sports organizations should be positioned ＂Global American Hegemony＂.