价值转化理论视野中的奥运传媒经济  

Olympic Media Economy in the View of Value Transformation Theory

作　　者：宋光春[1] 

机构地区：[1]山东理工大学体育学院,山东淄博255049

出　　处：《西安体育学院学报》2007年第6期42-44,48,共4页Journal of Xi'an Physical Education University

基　　金：国家哲学社会科学基金项目(04BTY015)

摘　　要：价值转化理论的主要内容是潜价值与显价值的转化。奥林匹克运动蕴藏着巨大的经济价值,通过分析奥运与传媒之间的联袂合作,从价值转化的视角来探讨奥运会的潜价值转化及奥运传媒经济的开发,为合理利用奥运传媒资源,将2008年北京奥运会办成一届真善美且盈利的体育盛会提供理论支持。The theory of value transformation mainly deals with the transformation between potential value and obvious value. The Olympic Games contains a huge economic profit. Through the analysis of the cooperation between the Olympics and the media, this essay, from angle of value transformation theory, discusses the transformation of the potential value of the Olympics and the economic develoI^nent of the Olympic media. This essay also provides a theory support for using the Olympic media resources reasonably and making the 2008 Beijing Olympic Games a true, friendly, beautiful, and profitable grand sports meeting.

关 键 词：价值转化理论 奥运传媒经济 潜价值 显价值 

分 类 号：G80-05[文化科学—运动人体科学]