体育饭圈化的伦理审视  

An ethical examination for sports fandomization

作　　者：贾玉贞 刘星 龚正伟 JIA Yuzhen;LIU Xing;GONG Zhengwei(E-institute Ethics in Sport,Physical Education&Health,Shanghai University of Sport,Shanghai 200438,China;School of Economics and Management,Shanghai University of Sport,Shanghai 200438,China;School of Marxism Studies,Shanghai University of Sport,Shanghai 200438,China)

机构地区：[1]上海体育大学体育与健康伦理E-研究院,上海200438 [2]上海体育大学经济管理学院,上海200438 [3]上海体育大学马克思主义学院,上海200438

出　　处：《体育学刊》2025年第1期61-71,共11页Journal of Physical Education

基　　金：国家社会科学基金项目“新时代中国特色体育伦理学学科体系构建”(21BTY018)。

摘　　要：在社交媒体和体育商业化浪潮的推动下,体育饭圈化现象逐渐成为公众瞩目的议题。运用文献资料、逻辑分析、沉浸式研究等方法,立足于伦理学视角,系统分析体育饭圈化现象及其背后的伦理冲突,包括个人隐私与公众权利的矛盾、消费主义对体育精神的侵蚀、行为规范与核心价值观的背离、以及法律与道德协同治理的挑战。研究发现,个人需要、资本深入、技术异化、责任缺失和治理缺位是导致体育饭圈化失范的关键因素。为此,提出推进体育伦理发展、加强商业伦理建设、强化技术伦理构建、规范新闻伦理准则及形成多方治理体系治理策略,以期营造一个健康、理性的体育文化环境,促进运动员和粉丝之间的和谐相处。Driven by social media and the commercial wave of sports,the phenomenon of sports fandomization has gradually become a topic of public attention.Using the methods of literature,logical analysis,and immersive research,and then based on an ethics perspective,this article systematically analyzes the phenomenon of sports fandomization and the ethical conflicts behind this,including the contradiction between personal privacy and public rights,the erosion of sportsmanship by consumerism,the deviation between behavioral norms and core values,and the challenge of collaborative governance between law and morality.It has been found that personal needs,capital deepening,technology alienation,responsibility deficiency and governance vacancy are the key factors leading to the anomie of sports fandomization.Therefore,this paper puts forward some strategies such as promoting the development of sports ethics,strengthening the construction of business ethics,intensifying the construction of technical ethics,standardizing news ethics standards and forming a multi-governance system,to create a healthy and rational sports cultural environment and to promote the harmonious symbiosis between athletes and fans.

关 键 词：体育伦理学 体育饭圈化 体育价值观 体育治理 和谐共生 

分 类 号：G80-05[文化科学—运动人体科学] G803[文化科学—体育学]