This paper focuses on the ”phenomenon of Chien-ming Wang” with critical analysis to understand the development of sport culture under consume-capitalism. Findings reveal that media excessively began to reproduce and send sporting images, the value of cultural economy of sportsman was successfully promoted, and created huge influences on the whole world across the geographical and cultural border. Sport star is an institution and socially constructed, which generates intense effects of aesthetic experience, cultural politics and political economy in the process of production and consumption. The above consequences were generated, owing to different social actors (including media tycoons, professional sports organizations, transnational corporations, nation-states and sport fans) try to control, adjust, benefit and resist those flowing matters and complex interests, showing the co-ordinations and conflicts between global/local levels. According to the ”phenomenon of starization”, local communities raise more and more concerns to sports policies in order to strengthen its sporting environment.
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