| In the 1920 s,against the background of industrialization and urbanization,the economic structure,social structure and ideological culture of the United States underwent major and profound changes.Under the influence of mass media,the new mass popular culture was widely spread,which made the mass culture contents including movies,music and sports quickly become the mainstream culture of the American society at that time.Including sports stars,popular cultural ICONS with cultural consumerism at their core began to emerge.Sports stars are not only cultural phenomena,but also commercial.The birth of sports stars is inseparable from events and media.High-quality events and the media of the events have laid the foundation for sports stars.Sports stars shaped by the media,together with the events,have become an important part of the sports culture industry.In the manufacturing and shaping process of sports stars,sports media and its practitioners play a significant role in the core manufacturing process of sports stars,in addition to commercial sports events as the basic manufacturing link and their event managers.Together with sports marketing communication organizations and experts throughout the two links,a media-driven ecological network of "building stars" has long became a mature mechanism for the productization of current sports stars.This study focused on the media drive the historical source of the formation of the media-driven ecological network-American sports golden era(1920-1930).Taking the occurrence,development and forming process of sports star product in golden age as the research object,the paper mainly discusses the sports media,journalists,and marketing communications specialist elements,such as the important role of sports star in the process of product production and promotion,and finally discusses the establishment of the embryo of sports cultural industry in the sport golden age in the United States.The rich historical data of social history,sports history and news communication history of the golden age provide a historical basis for this study to truly restore the dynamic process and overall picture of American sports stars in the golden age and their commercialization.The abundant research literature in sociology,communication,marketing,journalism,physical education and their interdisciplinary disciplines helped to establish the research perspective and the framework of historical data analysis in this study.Finally,based on the possession of historical data and related studies,this study attempts to "directly" present the commercialization of sports stars in the golden age of American sports caused by mass media and sports marketing and communication experts mainly based on newspapers by analyzing and interpreting the concrete fragments of historical data.After discussing the social and historical conditions for the emergence of sports star products,as well as the media sports events as the basis,this study focuses on the reasons for the formation and maturity of sports star products--the sports marketing communication practice of marketing experts and the content production and promotion of sports media journalists.The research found that,first,the birth of sports star products is the call and product of a specific social stage;Second,media sports events are the foundation and soil for the formation of sports star products.Third,relying on the role of media channels,sports marketing experts connect the whole process of sports star product manufacturing;Fourth,the media and journalists are the internal core driving force for the final formation of sports star products. |
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