| （Department of Physical Education，Hunan Institute of Science and Technology，Yueyang 414006，China） Abstract: In cultural context of post-modern consumption, cultural transition has happened to urban sports con-sumption, caused the appearance of many prospects of dissimilation, created consumption hallucination of urban sports culture, and resulted in the expansion of consumption desires; in consumption mirror image of modern cities, urban sports is doing whatever it could to shrink the symbolic value of multiplication, getting on the wrong track of sports consumption. In face of prospects of dissimilation, urban sports consumption must be culturally reconstructed to internally sew up superficial signs of disruption of consumption spree, and to return to cultural reality of urban sports consumption.
Key words: post-modern；urban sports；cultural consumption；cultural reconstruction |
