本研究檢視兩項全球化進程的轉型面向:文化與經濟。其中,跨國企業所經營之運動品牌,深刻反映此一發展趨勢。本文以此發展事實為探討基礎,思考運動品牌全球化的問題,並探究運動在當代消費資本主義中的最新發展。因此,本文聚焦在主導「新自由主義」之跨國企業,並以文獻回顧和理論概念切入為基礎,跳脫廣告文案所建構的品牌事實,釐清運動品牌全球化的運作模式。並且探討「臺商」在全球商品鏈的角色及其血汗工廠內的勞動剝削,其違反人權與民主之作為,如何激起各種反全球化之新社會運動,進而反思運動商品世界中的「品牌政治」,檢視「企業社會責任」之發展。
The aim of this paper is to examine two dimensions of transformation in the globalization process: culture and economy. The development of transnational sporting brands reflects the trend of globalization. Taking this as the starting point, this paper explores the development of sports culture in the context of modern consumer capitalism, with a focus on transnational corporations which have been influenced by the ideological development of Neo-liberalism. In order to explain the modus operandi of global sports brands, we begin with a theoretical review and an examination of documentary data. Then, this paper goes on to investigate labor exploitation within sweat shops managed by Taiwanese businessmen in the global commodity chain. In response to such human rights violations, many kinds of new social movements (like the anti-globalization movement) have emerged. These realities reflect both brand-politics and corporate social responsibility in the world of sporting goods.