产业融合背景下运动员体育娱乐化现状探究  

A study on the current situation of sports entertainment of athleles under the background of industry integration

作　　者：樊珍 FAN Zhen(Shanghai Sports University,Shanghai 200438,China)

机构地区：[1]上海体育学院,上海200438

出　　处：《辽宁体育科技》2020年第2期29-33,共5页Liaoning Sport Science and Technology

摘　　要：运用文献资料法和案例分析法,对运动员娱乐化的表现、积极影响和负面影响进行探究。结果表明:我国运动员娱乐化主要体现为商业代言、参加体育明星真人秀和社交平台网络直播,其中商业代言最为常见,而体育明星真人秀以及社交平台网络直播则是大众媒体发展下新兴的方式;运动员参加商业活动对宣传推广体育项目有很重要的作用,同时在粉丝经济的影响下,运动员的影响力进一步拉动了体育消费;运动员娱乐化发展也为退役运动员就业提供了新的选择,但是,运动员的过度娱乐化影响了部分运动员的竞技成绩。在运动员商业化开发的过程中,也经常遇到个人利益与集体利益相冲突的矛盾,引发商业纠纷,为运动员带来负面的影响。By using the methods of document and case analysis,this paper researches the athletes’performances and positive as well as negative impacts on entertainment programs.The results show that commercial endorsements,reality shows,and online lives are the major forms of sports entertainment.The most common form is the commercial endorsement,and it plays an important role in spreading sports events;the most popular forms are reality shows and online lives;athlete stars’charm stimulating their fans to consume sports products;the development of sports entertainment provides opportunities for retired athletes’re-employment but overconsumption on athlete stars can pose a threat to competitive performances for some athletes.The contradiction between personal interests and national interests,which causes commercial disputes,often occurred in the development of sports entertainment,and it brings negative effects to athletes.

关 键 词：产业融合 运动员 体育娱乐化 

分 类 号：G808.18[文化科学—体育训练]