体育与科学
體育與科學
체육여과학
Sports & Science
2012年
6期
63~66
,共null页
体育消费品牌化 体育消费阶层 健康消费理念
體育消費品牌化 體育消費階層 健康消費理唸
체육소비품패화 체육소비계층 건강소비이념
sports consumption branding;sports consumption class; health concept of sports consumption
在消费社会中,体育的意识形态工具角色正在淡化,开始成为大众娱乐、健身的休闲品,由此引发的社会化的体育消费流行群体,似同潮水般的在消费社会中风行。文章通过文献资料等研究方法,从消费社会凸显的两条主线“交换价值”、“使用价值”,对体育消费若干显性的基本特征做了一定的分析。结论认为:尽管体育消费有着相对独立于经济和权力这类不平等社会关系的一面,但却并不能表明体育消费中人与人之间阶层差别的实质性消失;在消费社会中尽管人们体育生活品牌化的使用十分显性,但尚不存在炫耀性或奢侈性;“以人为本、健康第一”的体育消费理念,改变着人们对幸福及生活品质的理解。
在消費社會中,體育的意識形態工具角色正在淡化,開始成為大衆娛樂、健身的休閒品,由此引髮的社會化的體育消費流行群體,似同潮水般的在消費社會中風行。文章通過文獻資料等研究方法,從消費社會凸顯的兩條主線“交換價值”、“使用價值”,對體育消費若榦顯性的基本特徵做瞭一定的分析。結論認為:儘管體育消費有著相對獨立于經濟和權力這類不平等社會關繫的一麵,但卻併不能錶明體育消費中人與人之間階層差彆的實質性消失;在消費社會中儘管人們體育生活品牌化的使用十分顯性,但尚不存在炫耀性或奢侈性;“以人為本、健康第一”的體育消費理唸,改變著人們對倖福及生活品質的理解。
재소비사회중,체육적의식형태공구각색정재담화,개시성위대음오악、건신적휴한품,유차인발적사회화적체육소비류행군체,사동조수반적재소비사회중풍행。문장통과문헌자료등연구방법,종소비사회철현적량조주선“교환개치”、“사용개치”,대체육소비약간현성적기본특정주료일정적분석。결론인위:진관체육소비유착상대독립우경제화권력저류불평등사회관계적일면,단각병불능표명체육소비중인여인지간계층차별적실질성소실;재소비사회중진관인문체육생활품패화적사용십분현성,단상불존재현요성혹사치성;“이인위본、건강제일”적체육소비이념,개변착인문대행복급생활품질적리해。
With the role of ideological tool weakening, sports begin to become leisure goods for mass entertainment and health building in a consumer society. Consequent socialization sports consumption of popular groups, like flood popularity of the "consumer society". From two main lines of "exchanging value" and "value in use" prominent in consumer society, we can draw some analysis on the basic characteristics of several dominances in sports consumption by means of lit- erature and research methods. In a word: Although sports consumption has a relatively independ- ent section of the unequal social relations such as economics and powers, it doesn't prove that the substantive of class between people disappears; Although the branding of people's sports life is very dominant, there doesn't exist any characters of showing off or luxury; the concept of sports consumption of "people--oriented and health first" is changing people's understanding of happiness and life quality.