社会学视域下现代体育消费中的酒文化问题研究

采用文献资料法,从社会学视角梳理现代体育消费中的酒文化问题,并以"酒"见"体",提出促进体育消费的文化建设对策.受消费社会影响,现代体育与酒,配合资本、媒体、科技而融合成当代"体育文化经济体".现代体育消费中的酒文化有着较强的亚文化特征,消费者通过体育和酒的结合来彰显某种生活态度与方式.现代体育消费中的酒文化彰显了性别、健康、暴力等矛盾关系——现代体育既倡导自由平等又服膺于男性霸权,既关注身体表达又伴随健康风险,既倡导运动激情又无法回避其中的暴力行为.面对一种被灌输的价值思维和潜意识模仿的行为模式危机,有必要充分认识现代体育的社会文化重要性,并在公共利益的考量下规范体育赞助与媒体体育运作.

Alcohol Culture Issues in Modern Sports Consumption in Perspective of Sociology

Using documentation,from the angle of sociology,discuss alcohol culture issues in sports con-sumption and propose the countermeasures to promote sports consumption culture construction,through"sport"from "alcohol".Influence by consumer society,modern sports and alcohol,with capital,media and technology,integrate into a "sports culture economy".Alcohol culture in modern sports consumption has strong sub culture characteristics.Consumers show a certain attitude and way of life through the combination of sports and wine.Alcohol culture in modern sports consumption reveals contradictory relationships such as gender,health and violence—modern sports are advocating freedom and equality and obedience to male he-gemony,paying attention to both the physical expression with health risks,both advocating sports passion and the violence.Confronted with indoctrinated value thinking and subconscious imitation of behavioral pat-tern crisis,it is necessary to fully understand the social and cultural importance of modern sports and regu-late the sports sponsorship and media sports operation under the consideration of the public interests.