Cultural Hegemony: Research On Cross-Culture Communication Of Basketball Culture Between China And America

Using the phenomenon of Cross-Culture Communication of Basketball Culture between China and Amer ca as research objccts and applying methods of documents, logics, individual case and comparison, this paper looks back thc intercourse history of basketball culture between China and America, by the view of culture and authority, in conduct of "Culture Hegemony" theories, discusscs thc basketball culture hegemony in China in the course of cross-culture communication between China and America; Meanwhile, set "2004 NBA China Match" as a case for description. And, it indicates that, American basketball culture industry, through standardize, large-scale production, cater to the basketball cultural merchandise of consumer tasting, making use of the medium effectively, spreading within the scope of world. At China, this kind of dissemination then expresses as the American basketball culture penetrating into mass consumer market of China, making use of essential television medium and broadcast its game program over a long period of time, in order to earn approves, standardizc the common sense of basketball consumer market of China; By controlling Chincse basketball culture hegemony, it carries out realizing profits as the final purpose: Further more, its localization marketing strategy also has a adverse impact to the development and innovation of basketball culture of China. Founding on the basis of research, this paper provides some suggestions for the construction of baskctball culture of China, tries to advance the rebuild of Chinese basketball culture.