| 试论域外文化产业中的体育及现代商业体育的发展 |
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| 引用本文： | 张永军.试论域外文化产业中的体育及现代商业体育的发展[J].山东体育学院学报,2005,21(6):8-11. |
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| 作者姓名： | 张永军 |
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| 作者单位： | 山东理工大学体育学院,山东,淄博,255049 |
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| 基金项目： | 国家哲学、社会科学基金项目（04BTY015）. |
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| 摘 要： | 通过对域外文化产业和统计范围的界定分析，阐释了体育并不固守自己的生活实践领域，越界向着文化产业的领域推进、扩张、交汇；现代商业体育的发展受惠于文化产业，体育固有的酒神精神和悲剧精神是现代性每件下商业体育发展的内在因素，而文化产业中的电视转播广告又是商业体育兴盛的主要外在动力。鉴于商业体育这种内外因，现代体育的商业化倾向可能淡化体育自身的运动效能，政府政策调控可使商业体育健康、可持续发展。
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| 关 键 词： | 文化产业 现代商业体育 域外 广告宣传 |
| 文章编号： | 1006-2076（2005）06-0008-04 |
| 收稿时间： | 07 7 2005 12:00AM |
| 修稿时间： | 2005-07-07 |
Development of sports in the overseas cultural industry and modern commercial sports |
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| ZHANG Yong-jun.Development of sports in the overseas cultural industry and modern commercial sports[J].Journal of Shandong Physical Education Institute,2005,21(6):8-11. |
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| Authors: | ZHANG Yong-jun |
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| Institution: | Inst. of PE, Shandong University of Technology, Zibo 255049, China |
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| Abstract: | Though defining and analyzing the overseas cultural industry and the statistics range,this text explains that sports does not tenaciously defend its own field of practical experience of life, but leaps the border to move forward, expand, and cross in the field of the cultural industry. The development of modem commercial sports benefits from the cultural industry,the supernatural spirit of sports,which is Qiongsian and Apolonion spirits are inherent factors of commercial sports development under modernity conditions, and it is the main extrinsic motive of the commercial sports prosperity that the TV advertisement replaying in the cultural industry, In view of such internal and external reasons of commercial sports, the commercialization of moderm sports may desalinize the movement efficiency of sports, and government policy can make a more healthy and sustainable commercial sports development. |
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| Keywords: | cultural industry modem commercial sports overseas advertising |
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