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国务院制定下发《关于加快发展体育产业促进体育消费的若干意见》中明确要求各级各类媒体开辟体育专栏。可以预见的是,伴随我国体育产业体育消费的蓬勃发展,媒体从中扮演的角色将愈加重要。从体育经济学的观点而言,运动员明星化的结果进入了经济价值转化的体育竞争领域中,换言之,运动员成为商品转换的主角,媒体成为信息传播、英雄塑造的重要媒介。鉴于此,探讨媒体与体育商业化互动发展关系,以期对我国体育产业和媒介发展提供一些启发。
The State Council formulated and issued “Several Opinions on Speeding Up the Development of Sports Industry and Promoting Sports Consumption,” explicitly requiring all kinds of media at all levels to open up sports columns. It is foreseeable that with the booming sports consumption in China’s sports industry, the role played by the media will become increasingly important. From the point of view of sports economics, the result of athlete’s celebrity has entered into the field of sports competition in which economic value is transformed. In other words, athletes become the protagonists of commodity conversion and the media has become an important medium for information dissemination and heroic shaping. In view of this, we explore the interactive development of media and sports commercialization in order to provide some inspiration to the development of sports industry and media in our country.