Sport Mediatization: From Mediasport to Sport Mega-event
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摘要: 兴起于欧洲的媒介化研究是近年来传播学研究领域的热点。媒介化区别于传统的中介化，是一个更为宏观的概念。体育媒介化理论的提出不仅让媒介化和传播学研究日渐成为体育学研究的重要内容，也让体育日益成为媒介化与传播学研究的核心部分。认为：初度体育媒介化是从体育媒介化的雏形体育媒介向次级形态媒介体育转变；深度体育媒介化的具体表现形态是体育重大事件，其建构于超级媒体、媒介事件和重大事件等一系列概念基础之上，与全球化、商品化、数字化、新闻专业主义和体育专业主义等相互结合、彼此渗透；新冠肺炎疫情可能是后深度体育媒介化生成的诱因，进入该时期后，体育媒介化可能呈现去全球化、去人格化和高度数字化等特征。Abstract: Mediatization study, which originated in Europe, has become a hot topic in the realm of communication studies in recent years. Mediatization is more macroscopic and different from traditional concept of mediation. The theory of sport mediatization makes not only the media and communication studies increasingly become an important content of sports studies, but also sports are increasingly the core part of media and communication studies. The initial stage of sport mediatization is the transformation from the rudiment of sports media to the secondary form of mediasport. The specific manifestation of in-depth sport medialization is sport maga-events, based on a series of concepts such as super media, media event and maga-event, and it is combined with globalization, commercialization, digitalization, journalism professionalism and sports professionalism and permeates each other. The COVID-19 pandemic may be the inducement of the metagenesis of post deep sport mediatization. After entering this period, sport mediatization may show the characteristics of de-globalization, depersonalization and high digitalization.
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拉格朗日函数（Lagrange Function）是描述约束条件下优化问题的解析表达式，包含目标函数与约束条件，能有效应对约束最优化、强对偶性等问题。它在经济学理论领域的贡献是寻找多元函数在变量约束下的极值并提供最优解，在实践领域主要用于解决资源最优化问题。我国现有公共体育服务供给评价多采用指标体系构建方法，如层次分析法、熵值法、德尔菲法及模糊综合评价法等，缺乏引入经济模型进行评价的尝试。基于拉格朗日函数的特性与功能，将其应用于公共体育服务供给评价，可增加公共体育服务供给评价方法的选择范围，并提升决策部门优化公共体育服务供给方案的科学性。公共体育服务供给是一个复杂且不稳定的系统。基于双重属性的公共体育服务可细分为有形性公共体育服务与无形性公共体育服务。有形性公共体育服务主要针对基础设施的优化及资源配置效率的提升来补齐供给短板，如健身场地设施等；而无形性公共体育服务更强调公共体育服务的公益性，如公共体育服务政策等。为了实现帕累托最优，需要合理配置有形性公共体育服务和无形性公共体育服务的份额，使资源利用效率和投放效果达到最大化。因此，构建公共体育服务供给效用最大化的函数模型，需要先厘清公共体育服务供给结构，再建立带约束的拉格朗日函数，给出政府决策的最优条件，从而获取达到一般均衡的最佳比例。评价最优解要求有形性公共体育服务与无形性公共体育服务的边际替代率（MRS）相等，即有形性公共体育服务的边际效用（MU）要等于无形性公共体育服务的边际效用，此时公共体育服务的供给结构在理论上达到最佳状态。该函数模型的应用难点在于能否获得完整可靠的数据，从而保证有形性公共体育服务和无形性公共体育服务的量化标准统一。此外，拉格朗日函数解决的是带约束条件的最值问题，因此，不能用于衡量具体的公共体育服务供给水平与质量。
作者贡献声明：魏伟：提出论文选题，设计论文框架，撰写论文;尚希萌：核实数据，修改论文框架，撰写论文。 -
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