Author(s)

Weidong Zuo

Corresponding Author

Weidong Zuo

Abstract

Propelled by mass media, sport becomes wonder and scenic event against the background of consumer culture, and “human being”, the subject of sports also become the core of consumption. This thesis will indicate that, only athletes carefully chosen by media and business could become stars as the objectives of consumers to attain self-recognition and social-identification. Sport stars are capable of conveying positive meaning of sport culture; however, the society regards sports stars as pure consumable. To put sport consumption and star-building in perspective is conducive to the sound development of sport industry and sport culture.

Keywords

Consumer culture; professional athlete; starization