The Critique of Sport Commercialism Based on Theory of Virtue

The purpose of this study was to widen the critical discussionto sport commercialism and generate a sense of alarm to it. This study criticized sport commercialism base don theory of virtue and intended to reestablish the nature of sport that changed by sport commercialism. The pneetration of commercialism that disguised as a industrialization was attended by many evils and malaise in the sporting world. Therefore, we must be on our guard against the penetration of commercialism into sport and take precautions against it. The critics to bad effect of sport commercialism based on theory of virtue were as follows: First, sport commercialism failed to seek the intrinsic value of sport because it obstruct the pursuit o pfersonal meaning in sport participation. Second, sport commercialism diminished the value and meaning of sport because it pursuit excessively economic profits. And last, sport commercialism could not elucidate the nature of sport that established by social tradition because an economic point of view is the only standard that analyze and estimate the sport in sport commercialism.