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美国男子职业篮球联赛(NBA)是世界顶级的篮球体育赛事。经过半个多世纪的发展和完善,成为当今最成功的商业和文化运作代表之一。NBA借助全球化契机,依靠与大众媒介的紧密结合,将自身的文化体系和运作机制及美国意识形态输入到其他国家和地区;依靠与商业和市场的合谋,走产业化和市场化的运营之路,创造消费奇迹。在球迷感受刺激,享受激情的同时,NBA渗透到大众生活的各个角落。本文将在媒介文化的视角下,从NBA的媒介和意识形态传播、NBA作为大众文化带来的狂欢盛宴,NBA影响下的消费文化三方面来分析NBA的文化传播影响。
The US Men’s Professional Basketball League (NBA) is the world’s top basketball sporting event. After more than half a century of development and improvement, it has become one of the most successful representatives of business and cultural operations. With the help of globalization and close integration with the mass media, the NBA will import its own cultural system and operational mechanism and the American ideology into other countries and regions. By relying on collusion with commerce and markets, the NBA takes its industrialization and marketization operations Road, to create consumer miracles. In the fans feel the excitement, enjoy the passion at the same time, NBA penetration into every corner of public life. This article will analyze the impact of the NBA’s cultural transmission in three aspects from the perspective of media culture, from the media and ideological communication in the NBA, the carnival feast brought by the NBA as a popular culture and the consumer culture under the influence of the NBA.