| （1.School of Physical Education，Hunan International Economics University，Changsha 410205，China；2.School of Physical Education，South China Normal University，Guangzhou 510006，China) Abstract: Based on the perspective of Chinese sports image building, the authors explored the establishment and practice of sports value view. Firstly, on the basis of analyzing the existing Chinese sports image, the authors probed into the relationship between sports image and sports core value view, and put forward that sports core value view decides the subject nature of sports image, and sets the contents of sports image; secondly, as for sports core value view, the authors expatiated on the basis for its establishment and such a principle for its establishment as sticking to the unification of universality and particularity, the unification of collectivity and individuality, and the unification of internationality and nationality, and put forward such connotations of its establishment as “people oriented”, “natural and harmonious” and “fair competition” from the country, society and individual levels; lastly, the authors put forward the conception updating and path selection of sports core value view.
Key words: sports culture；sports communication；sports image；core value view |
