发展危机抑或生存挑战:现代市场经济视域下竞技体育商业化的伦理问题及其规制  

Development Crisis or Survival:Ethical Issues and Regulations on Commercialization of Competitive Sports from Perspective of Modern Market Economy

作　　者：张丽军 ZHANG Lijun(Sports Dept.of Northwestern Polytechnical Univ.,Xi’an 710072,China)

机构地区：[1]西北工业大学体育部,陕西西安710072

出　　处：《武汉体育学院学报》2024年第8期50-56,共7页Journal of Wuhan Sports University

基　　金：国家社会科学基金教育学项目(BLA210213)。

摘　　要：在现代市场经济中,竞技体育伦理要求与商业化经济行为之间的矛盾冲突,是不以人的意志为转移的客观存在,也是以获取经济利益方式来驱动竞技体育发展所必然需要直面的问题。个体实践中的价值理性失落问题、群体实践中的合理利益追求问题和组织实践中的机会主义倾向问题是目前我国竞技体育商业化进程中存在的突出伦理问题。竞技体育经济属性的有限性、经济思维道德选择的利己性和调控干预机制建设的滞后性是问题产生的主要成因。针对上述问题,提出应以微观层面的个体伦理、中观层面的组织伦理、宏观层面的制度伦理为基础,架构一个循环反馈“试探”经济利益最大化的伦理调控系统。与此同时,需要在路径依赖上突破对伦理主体自觉意识的依赖,从个体行为主体层面突出知行并重,从组织集中行动层面突出管控结合,从宏观制度保障层面突出德法共治,探索平衡竞技体育运动目标、商业化经济目标和伦理规范要求的有效路径。In modern market economy,the conflict between the ethical requirements of competitive sports and commercial economic behaviors is an objective existence independent of human will,and it is also a problem that competitive sports must face in order to drive the development by means of obtaining economic interests.The problems of value rationality loss in individual practice,reasonable interest pursuit in group practice and opportunism tendency in organizational practice are the prominent ethical problems existing in the commercialization process of competitive sports in China.The limited economic attributes of competitive sports,the selfishness of economic choice and the lag of regulatory intervention mechanism are the main causes of the problems.In view of the above problems,it is proposed that a cyclic feedback ethical regulatory system should be constructed based on individual ethics at the micro level,organizational ethics at the medium level and institutional ethics at the macro level.Meanwhile,it is necessary to break through the dependence on the consciousness of ethical subjects,highlight both knowledge and action from the individual behavior,the combination of management and control from the organizational level,and highlight the joint governance of morality and law from the macro system guarantee level,and explore an effective path to balance the goals of competitive sports,commercial economic goals and ethical norms.

关 键 词：竞技体育商业化 经济伦理 制度伦理 组织伦理 个体伦理 伦理效用 

分 类 号：G812[文化科学—体育学]