论体育消费中的象征性行为  

Symbolic Behavior in Sport Consumption

作　　者：刘东升[1] 

机构地区：[1]南京师范大学体育科学学院,江苏南京210023

出　　处：《上海体育学院学报》2014年第6期37-42,共6页Journal of Shanghai University of Sport

基　　金：国家社会科学基金资助项目(11BTY044)

摘　　要：对体育消费中的象征性行为进行分析。认为:体育消费是消费者通过消耗特定体育产品或服务,表达和传递某种意义的过程;体育消费中有多种象征性行为,主要体现为对"自我"和"体育商品"的思索与感觉,并使其具有某种特殊意义,包括身体资本化、游戏社会化、休闲品味化、比赛宗教化、物品符号化。体育要想要成为"产业",既需要大众对体育的认同与投入,又要防止过分强调体育消费中的象征性行为而淡化身体活动。The study has elaborated the symbolic behavior in sport consumption. It holds that sport consumption is a process to express and convey a certain meaning by consumer＇ s using specific sport product or service. There are many kinds of symbolic behaviors in sport consumption and they are presented by the perception to the ＂self＂ and the ＂sport product＂ and make it possess a special meaning, such as a capitalized body, a socialized game, a life style with leisure taste, a game with religious meaning and goods with symbolic meaning, etc. Turning sport into an industry calls for public recognition to and participation in sport. On the other hand, however, the symbolic behavior in sport consumption should be careful not to be overstressed as to neglect physical activity.

关 键 词：体育消费 象征性行为 体育产业 

分 类 号：G80-05[文化科学—运动人体科学]