媒體與運動商業化互動關係之研究

The Study of the Interactive Relationship Between the Media and Sport Commercialization

施致平(Chih-Ping Shih)

《體育學報》 28期 (2000/03) Pp. 87-100

https://doi.org/10.6222/pej.0028.200003.4009

摘要

體育運動已不若以往只是為健身強體或國族容光的使命標籤，事實上，在商業及媒體的催化下，體育運動已退去制式的傳統外衣，披上商業包裝的鮮明彩衣。運動員的盡力演出、觀眾的聲嘶吶喊、媒體的報導與轉播、企業團體的贊助，體育運動儼然已成為未來最盛大的舞台秀之一。
有鑑於此，本研究的主要目的是以文獻分析及實證研究的方法，探討媒體與運動商業化之互動關係。本研究的主要發現如下：
1. 運動已被視為商品呈現在觀眾眼前，商品呈現的交換方式，正是企業者用以經營管理的商業行為，顯然，運動商業化的趨勢已形成。
2. 媒體的影響力無遠弗屆，小至態度的改變，大至信仰的扭轉，媒體始終扮演催化的角色，體育運動廣受社會大眾的青睞，媒體更是重要的催化劑。
3. 媒體為運動帶來商機，運動轉播權利金的節節攀升及運動員明星化的結果，使體育運動進入經濟價值轉化的世界中，運動員成為商品轉換的要角，媒體成為訊息傳播、英雄塑造的重要媒介。
4. 媒體提昇運動商業化的符號價值。
5. 運動商業化增進媒體的廣告利潤。
運動與媒體的結合印證了Wenner (1989)媒體／運動產製復合體（mediated sports production complex）的說法，體育運動因媒體的介入廣為人知，更因媒體的強化與包裝提昇其產品價值；媒體也因體育運動的商業化增加其曝光率，帶來豐餘的廣告利潤。簡言之，體育運動與媒體一體兩面，彼此互利共存。

關鍵字

媒體 ； 運動商業化 ； 商品轉換 ； 符號價值

並列摘要

Sports used to be the means of strengthening peoples’ health as well as of bringing honors to a country. Currently, however, sports have gradually got rid of these traditional impressions usually associated with them, and have been wrapped up in commercial advertising. With the athletes’ endeavoring performance, the audiences’ enthusiastic yell, the reporting and televising of the media, and the sponsorship of the corporations, sports have become one of the most splendid shows in the future.
Based on these observations, the study is aimed at exploring the interactive relationship between the media and sport commercialization through the review of theoretical works and the application of practical methods. The main findings are as follows:
1. Sports have been regarded as a product which is displayed in front of a large audience. The exchange process of this product resembles that of business management employed by the corporations. Obviously, the tendency of sport commercialization is already developed.
2. The influence of the media is limitless because the media plays a crucial role in attitude-changing and belief-converting. It is an effective vehicle for the prevalence of sports.
3. The media brings considerable benefits for sports. The increase of the media televised right fee and the idolization of elite athletes make sports a member in the world where the product exchange goes with economic values. Athletes are the crucial members of product exchange, and the media, the powerful vehicle, helps shape the athletes into superstars and transmits messages to the audience.
4. The media enhances the symbol value of sport commercialization.
5. Sport commercialization increases the advertising benefits for the media.
The combination of sports and the media confirms Wenner’s (1989) concept of the mediated sports production complex. Sports are getting prevalent with the promotion of the media; the value of their products is greatly enhanced with this vehicle. On the other hand, the media also gets rewards from sport commercialization in that the increase in its public exposure brings plentiful benefits. In a word, the combination between sports and the media is reciprocal; both sides get what they need and expect.

並列關鍵字

media ； sport commercialization ； product exchange ； symbol value

參考文獻

Boutilier, M.,SanGiovanni, L.(1983).The sporting woman.

Brooks, C. M.,Harris, K. K.(1998).Celebrity athlete endorsement: An over of the key theoretical issues.Sport Marketing Quarterly.7(2)

Comte, E.,Stogel, C.(1990).The sporting News.

Critcher, C.(1987).In A. Casdan|M. Jordin (eds.) Studies in communication.

Eitzen, D. S.,Sage, G. H.(1986).Sociology of north American sport.60