Research On The Spread Of NBA Culture In China From The Perspective Of Globalization

The progress of science and technology not only let human life has entered the era of the intelligent, but also to the global economy entered the era of globalization,greatly improve social productivity and people’s living standards, also let more people willing to spend time and money into entertainment consumption. And with the development of modern society and the emergence of personal health problems and let more people in the sights of the sport, to achieve of enhancing health through physical exercise, and in order to create a personal healthy and positive life attitude and life style. So the high participation of personal, physical, technical and equipment requirements are not high basketball came into being.Basketball was born in 1891 in the United States, and swept the world of the NBA is in 1946, after the invention of the basketball after 55 was established through the efforts of several generations, the NBA has become American world level is the highest, most influential, the number of fans over 10 million people in the business of Basketball League. Especially in the former Commissioner David Stern(1984- 2014)in charge of alliance of 30 years, the global strategy for the promotion of let more of the world’s countries and regions known and accepted the NBA, but also to the NBA basketball athletes yearning to become a platform.NBA has gone beyond a simple Basketball League category, it is a sports league,is a business alliance, but also a cultural organization. Through media and good cooperation, NBA create a recreational sports league, League stars symbolic, of cultural symbols in the NBA, the American basketball cultural symbol, through a variety of media and the way to the NBA as a carrier to the dissemination of NBA culture and American culture around the world.This paper study the propagation of NBA culture from the perspective of globalization, based on the study of cultural communication, to further expand the research field of globalization. The first chapter is on the NBA culture dissemination of research background, research significance, research and analysis of the domestic and foreign research and analysis, research methods and innovations of the paper. The second chapter is the interpretation of the cultural globalization and NBA. Which focuses on the analysis of the propagation process of globalization, the culture of NBA NBA and the inner meaning of culture. The main content of the third chapter isresearch of NBA culture spread mechanism and channels, the spread of three kinds of mode and the NBA culture in cooperation in the process of communication and print media, television and new media. The fourth chapter mainly study the star symbol is one of the important strategies of cultural communication NBA. The main focus is on how NBA and its media costar NBA player into a global icon, and the "Kobe effect" and the "Yao Ming phenomenon" to analyze. The last chapter is the analysis of the behavior of fans. NBA culture through the media is how to spread to the fans, the fans how to express their own behavior in an NBA culture.