【摘要】 在消费社会中,体育的意识形态工具角色正在淡化,开始成为大众娱乐、健身的休闲品,由此引发的社会化的体育消费流行群体,似同潮水般的在消费社会中风行。文章通过文献资料等研究方法,从消费社会凸显的两条主线"交换价值"、"使用价值",对体育消费若干显性的基本特征做了一定的分析。结论认为:尽管体育消费有着相对独立于经济和权力这类不平等社会关系的一面,但却并不能表明体育消费中人与人之间阶层差别的实质性消失;在消费社会中尽管人们体育生活品牌化的使用十分显性,但尚不存在炫耀性或奢侈性;"以人为本、健康第一"的体育消费理念,改变着人们对幸福及生活品质的理解。更多还原

【Abstract】 With the role of ideological tool weakening,sports begin to become leisure goods for mass entertainment and health building in a consumer society.Consequent socialization sports consumption of popular groups,like flood popularity of the "consumer society".From two main lines of "exchanging value" and "value in use" prominent in consumer society,we can draw some analysis on the basic characteristics of several dominances in sports consumption by means of literature and research methods.In a word: Although sports consumption has a relatively independent section of the unequal social relations such as economics and powers,it doesn’t prove that the substantive of class between people disappears;Although the branding of people’s sports life is very dominant,there doesn’t exist any characters of showing off or luxury;the concept of sports consumption of "people-oriented and health first" is changing people’s understanding of happiness and life quality.更多还原