论文部分内容阅读
目前,体育运动已成为一种文化商品,运动员的表现、企业的赞助、媒体转播权的收入等,皆以商业形态操作运营,以期在市场中获得更多的利益。体育媒体是体育商业化的催化剂,提升了体育运动的符号价值,推动了体育商业化的发展。此外,大众传媒参与市场竞争,获取商业利益成为体育媒体的重要目的。在体育商业化过程中,广告收入的大幅提高为体育媒体带来了直接的经济收益。
At present, sports have become a cultural commodity. The performance of athletes, corporate sponsorships, media broadcast rights, and so on, operate in a commercial manner with the aim of obtaining more benefits in the market. Sports media is a catalyst for sports commercialization, which enhances the symbolic value of sports and promotes the commercialization of sports. In addition, the mass media to participate in market competition, access to commercial interests has become an important objective of the sports media. In the process of sports commercialization, a substantial increase in advertising revenue has brought direct economic benefits to the sports media.