媒介体育全球化对竞技运动发展的影响——以NBA为分析个案  

Media Sports Globalization and the Impact on Local Sports——Taking NBA As Case Study

作　　者：张铁玲[1] 丛明滋[1] 

机构地区：[1]鲁东大学体育学院,烟台264025

出　　处：《体育与科学》2012年第3期61-63,41,共4页Sports & Science

摘　　要：本文以NBA在中国的发展为考察案例,剖析媒介体育全球化对竞技运动发展的影响。文章认为:除了媒体巨头朝向垂直整合的发展之外,NBA也同样将它的资产版图朝向水平的方面扩张;彼此关系通过相互之间的互动更进一步地强化,而两者之间的合作更有利于在市场上获利。NBA在全球成功的营销和拓展,完全依赖于全球性媒体集团,主要是因为体育具有一种普适性的特质,有利于搭载国际的卫星频道。虽然在中国已经形成了媒介体育复合体的雏形,但NBA拥有的提供源源不绝的娱乐内容实力、与媒体互动的经验、充足的资本、历史悠久及组织严密的全球发行网络,都是中国篮球运动匮乏的。From the views of sport globalization, based on the development of the NBA in China for the study case, the media sports globalization and the impact on local sports were discussed. It is concluded： in addition to the vertical integration of media giants, NBA also expands the ter- ritory toward the level in assets; they strengthened each other through mutual relations of inter- action, and the cooperation between them makes them more conducive for profit in the market. The global success of the NBA on marketing and extending depends entirely on global media group, mainly because the sports have universal characteristics, which will be helpful for carrying international satellite channel. Although in China there has been already prototype of media sports complex, the NBA has provided the wonderful sources of entertainment content strength, and media interactive experience, but it is the deficiency compared to NBA＇s sufficient capital, a long history and tightly organized global distribution network. At present, the globalization of the media sports organizations should be positioned ＂Global American Hegemony＂.

关 键 词：媒介体育 全球化 CBA NBA 

分 类 号：G80-05[文化科学—运动人体科学]