From The Consumer Society in The View of The Dominant Features of Sports Consumption

With the role of ideological tool weakening,sports begin to become leisure goods for mass entertainment and health building in a society.Consequent socialization sports consumption of popular groups,like flood popularity of the consumer society.From two main lines of exchanging and value in use prominent in 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.