| With the development of industrialization,people were freed from heavy manual labor and human society shifted from the traditional production-based society to a consumption-based society,and people’s consumption shifted from purely material consumption to experiential consumption and the pursuit of sensory enjoyment.1990s saw the rapid development of socialist market economy,and consumer culture became a trend sweeping China.The core features of consumer culture are its popularization,entertainment and the satisfaction of self desire.Under the influence of consumer culture,movies,TV series and variety shows all show the characteristics of consumer culture.Basketball has become a relatively popular mass sport in China with a wide mass base due to factors such as low participation threshold and no restriction on the number of people.As a result,basketball variety shows have appeared in the public’s field of vision since 2014,and in recent years,with the gradual increase in Internet penetration and the successful holding of the 2019 FIBA Men’s Basketball World Cup in China,basketball online variety shows have ushered in the peak of output.Against the background of continuous audience attention and capital influx,basketball online variety shows have revealed obvious consumer culture characteristics in the fierce competition with similar types of programs.This paper adopts a research perspective of consumer culture and adopts literature research method and text analysis method to conduct an integrated study of seven basketball online variety shows in China,such as The Journey,THE PLAYERS,Game On,and Slam Feat,to review and sort out the development history and the development lineage of such shows,and through factors such as the more obvious plot portrayal and the display of consumption behavior in the shows We also analyze the common consumer culture characteristics of basketball online variety shows in the market,and take the online variety show "Dunk of China",which has a high viewership and excellent communication effect,as a case study for further in-depth analysis.The study finds that under the joint influence of consumerist culture and mass media,the basketball online variety shows that have emerged in recent years use online communication as a carrier,and create basketball online variety shows that bring viewers a sense of experience and immersion by combining online and offline efforts.To a certain extent,it has changed the viewers’ consumption concept and behavior as well as their understanding of basketball culture.We should take a dialectical view of such consumer culture features,and variety show producers should also strive to balance social and economic benefits,avoid homogenization and commercialization of program content,and work together to build a healthy sports network variety show ecosystem and spread sports culture to help the benign development of variety shows. |
