文化资源视域中的现代商业体育发展  

Modern commercial development of sports in sight of cultural resources

作　　者：张永军[1] 

机构地区：[1]山东理工大学体育学院,山东淄博255049

出　　处：《武汉体育学院学报》2008年第1期18-21,共4页Journal of Wuhan Sports University

基　　金：国家社会科学基金项目(04BTY015)

摘　　要：采用文献资料法,论证了作为非物质形态的社会存在的文化是一种丰富的资源。作为文化资源中感性生命极度表现的体育,因中西方不同的文化价值观,使西方人的体育活动以宣泄肉体的感性生命力为能事,而中国人的体育却是感性中有理性,肉体中有精神,运动中融进了审美情趣,两者的有机融合使中西方文化形成功能互补态势。对于文化资源的开发和利用,现代商业体育首当其冲,"酒神"精神、"悲剧"精神和体育赛事广告是现代商业体育发展的内、外动因,现代体育的商业化倾向无疑为文化资源的充分开发利用提供了借鉴。Literature study is used to demonstrate that culture, as immaterial social existent, is a kind of abundant resource, Sports are the most perceptual representation in cultural resources. Because of the cultural value differences between China and the western countries, western sports activities are better at perceptual vitality catharsis, while the Chinese sports activities contain rationality in perception and mentalilty in body, the aesthetic sentiment in sports activities. The integration of the two helps the Chinese and western cultures complement each other. Modern commercial sports stand plays an important role in the development and utilization of cultural resources. The spirits of ＂Bacchus＂ and ＂tragedy＂ and sports competition advertisement are internal and external reasons of modern commercial sports. There is no doubt that the modern sports commercial trend provides reference for the full exploitation and utilization of cultural resources.

关 键 词：商业体育 文化资源 感性生命 体育价值形态 

分 类 号：G80-05[文化科学—运动人体科学]