| NBA is a kind of sports culture, with its mature communication mechanism and USA culture strong position, not only to create cultural products presented to China audience through a variety of channels, and through this process, so that people in the influence character by environment in the sense of identity to the NBA sports culture as the representative of the America culture, enjoy the NBA event brought us the entertainment at the same time, also received many ideas in America culture.But NBA’s own development and achieve success in overseas markets, is not a short duration of time. And other things of development. It has also experienced from scratch, from small to large, from single to diversified; and this experience also reflected in it and China social interaction and in the process of China’s development. At the same time, when China is in the historical period of social transformation, in order to better adapt to the transformation brought about all the changes, as the highest level of professional basketball league, CBA, its development also quietly came to the gates of reform. Therefore, in the face of such a turning point, we have even more reason to seriously rake and combing the NBA in China achieved successful history, and thus efforts to restore the NBA and Chinese social interaction and in the course of history of China’s development, for the research of Chinese professional basketball development to provide reference.Through the review of the literature and on the collation and analysis of these data, this article will elaborate the subject determine into two aspects, one is the related concepts to the NBA sports culture, structure and origin discussion; the other is to NBA sports culture spread course in China in theory; at the same time, on the basis of the research needs will NBA in China division for three stages, that is, to spread at the beginning of the 1970 s to the end of the 1990s), transition period(in the early 1990 s to 2000) and the rapid development period(since 2001); and accordingly draw the conclusion as follows:1.NBA sports culture contains the content is widespread; the NBA sports culture refers to all associated with NBA, not only is the abstraction of the NBA related concepts, tactical thinking belongs to the NBA sports culture category, the logo of teams, jerseys, and the game itself, the facilities and the players are the NBA sports culture2 the development of society and the era background to determine the spread of sports culture in the process of NBA Chinese; development and changes of political environment and social economy, the interaction of the NBA sports culture and Chinese society to a great extent to get rid of the shackles of ideology, at the same time, also make the China with foreign culture and the cultural products of the acceptance and consumption capacity.3 Stern’s patience and wisdom is another key to success; from late 80 to 90 at the end of the 1970 s, NBA has been through the provision of free way to provide a signal to the CCTV broadcast, in exchange for the promotion and recognition of NBA in China, which not only reflects the then President David Stern(David Stern) more patience and wisdom. NBA developed a stable audience of NBA in China has played a key role4 Chinese players landing NBA change the NBA properties in the Chinese communication; China players to join the NBA team, the NBA of the culture China one-way output state into a two-way interaction with the NBA China. |
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