Development Crisis or Survival:Ethical Issues and Regulations on Commercialization of Competitive Sports from Perspective of Modern Market Economy
In modern market economy,the conflict between the ethical requirements of competitive sports and commercial economic behaviors is an objective existence independent of human will,and it is also a problem that competitive sports must face in order to drive the development by means of obtaining economic interests.The problems of value rationality loss in individual practice,reasonable interest pursuit in group practice and opportunism tendency in organizational practice are the prominent ethical problems existing in the commercialization process of competitive sports in China.The limited economic attributes of competitive sports,the selfishness of economic choice and the lag of regulatory intervention mechanism are the main causes of the problems.In view of the above problems,it is proposed that a cyclic feedback ethical regulatory system should be constructed based on individual ethics at the micro level,organizational ethics at the medium level and institutional ethics at the macro level.Meanwhile,it is necessary to break through the dependence on the consciousness of ethical subjects,highlight both knowledge and action from the individual behavior,the combination of management and control from the organizational level,and highlight the joint governance of morality and law from the macro system guarantee level,and explore an effective path to balance the goals of competitive sports,commercial economic goals and ethical norms.
commercialization of competitive sportseconomic ethicsinstitutional ethicsorganizational ethicsindividual ethicsethical utility
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