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| 文化资源视域中的现代商业体育发展 | |
| 引用本文： | 张永军.文化资源视域中的现代商业体育发展[J].武汉体育学院学报,2008,42(1):18-21. |
| 作者姓名： | 张永军 |
| 作者单位： | 山东理工大学,体育学院,山东,淄博,255049 |
| 摘 要： | 采用文献资料法,论证了作为非物质形态的社会存在的文化是一种丰富的资源.作为文化资源中感性生命极度表现的体育,因中西方不同的文化价值观,使西方人的体育活动以宣泄肉体的感性生命力为能事,而中国人的体育却是感性中有理性,肉体中有精神,运动中融进了审美情趣,两者的有机融合使中西方文化形成功能互补态势.对于文化资源的开发和利用,现代商业体育首当其冲,"酒神"精神、"悲剧"精神和体育赛事广告是现代商业体育发展的内、外动因,现代体育的商业化倾向无疑为文化资源的充分开发利用提供了借鉴. |
| 关 键 词： | 商业体育 文化资源 感性生命 体育价值形态 文化资源 视域 现代商业 体育发展 resources cultural sports development commercial 开发利用 倾向 商业化 外动因 广告 体育赛事 悲剧 酒神 商业体育 功能互补 文化形成 |
| 文章编号： | 1000-520X（2008）01-0018-04 |
| 收稿时间： | 2007-09-14 |
| 修稿时间： | 2007-11-22 |
Modern commercial development of sports in sight of cultural resources |
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| ZHANG Yong-jun.Modern commercial development of sports in sight of cultural resources[J].Journal of Wuhan Institute of Physical Education,2008,42(1):18-21. | |
| Authors: | ZHANG Yong-jun |
| Abstract: | Literature study is used to demonst rate that culture ,as immaterial social existent ,is a kind of abundant resource. Sport s are the most perceptual representation in cultural resources. Because of the cultural value differences between China and the western count ries ,western sport s activities are better at perceptual vitality catharsis , while the Chinese sport s activities contain rationality in perception and mentalilty in body ,the aesthetic sentiment in sport s activities. The integration of the two helps the Chinese and western cultures complement each other. Modern commercial sport s stand plays an important role in the development and utilization of cultural resources. The spirit s of“Bacchus”and“t ragedy”and sport s competition advertisement are internal and external reasons of modern commercial sport s. There is no doubt that the modern sport s commercial t rend provides reference for the full exploitation and utilization of cultur- al resources. |
| Keywords: | commercial sports cultural resource sensitive life sports value form |
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