Consumerism In The NBA

Modern science and technology has freed the people from the heavy labor,also have promoted the rapid development of the global economy. People now have more and more time and money for consumption. Also, the modern style of life has brought survival difficulties, such as sub-health,to people.More attention has been payed to sports to build much more healthy lifestyle. At the same time,modern sports industry came into being.The NBA is a typical representative of the modern sports industry.With chinese opening-up, NBA, the world’s top basketball tournament,quickly enter the Chinese sports consumer market. Division set-up, arrangements for the events, the competition system to modify, venue layout and other measures were ways to bulid a world’s top basketball tournament.With modern media techniques and NBA stars,NBA quickly gathers up a huge audience.NBA occupys a favorable position in the market competition in short time.NBA is a typical representative of the American basketball culture.With its powerful event attractive,NBA is in a dominant position to compete for fans、media resources and sponsored resources.It is a serious threat to the survival and development of China’s basketball tournament.NBA consumer has the typical characteristics such as uncontrolled nature, symbol symbolic, and non-autonomy of consumerism.It have had a tremendous negative impact on China’s political, economic, and cultural.The thesis is divided into four parts:the consumption patterns of the NBA Consumer Culture,the media propagations of the NBA Consumer Culture,the symbol system of the NBA Consumer Culture and the reflection of the NBA Consumer Culture.The United States promotes the NBA not only for economic benefits,but also forthe promotion of consumerism.It’s ultimate goal is to control the worldWe should take effective measures to eliminate the negative impact of the NBA consumerism lifestyle and western values.We also should have a reasonable understanding of the active role of NBA.and take some positive actions to make it work for us.