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体育商品化最突出的特点就是“利”字当头,这与中国传统伦理重群体、崇人伦、重义轻利、提倡个人对群体对国家的服从忍让和牺牲的伦理观相抵触。尽管体育商品化推动了体育事业的发展、扩大了体育的影响、提高了体育从业者的物质回报,但其所导致的诸多弊病,诸如假球黑哨、兴奋剂、弄虚作假等丑恶现象也极大的伤害了体育本身。加强体育从业者的伦理道德培养和塑造,乃是根本和当务之急。发展体育也需要精神文明和物质文明“两手抓两手都要硬”。
The most prominent feature of the commercialization of sports is that the word “利” is taken as a culprit. This conflicts with the traditional Chinese ethics that focuses on the colony, advocating human beings and benefiting others and advocating personal ethics to the country’s obedience and sacrifice. Although the commercialization of sports has promoted the development of sports, expanded the influence of sports and raised the material returns of sports practitioners, its numerous disadvantages, such as the unfair treatment of counterfeit balls, doping, fraud and so on, have also greatly hurt The sport itself. Strengthening ethics and morality training and shaping of sports practitioners is a fundamental and imperative issue. The development of sports also needs spiritual civilization and material civilization “both hands grasp both hands should be hard.”