Research On Cross-border Value Alienation And Value Return Of Sports Stars

Along with the rapid development of modern society and economy,sports stars crossing the border has become a common phenomenon,and sports stars have gradually moved from the edge of the star group to the center of the stage in the process of crossing the border by virtue of their distinctive temperament image.By sorting out the cross-border choices of sports stars,it is found that sports stars are not favorable to the entertainment circle from the very beginning,and the phenomenon of cross-border entertainment emerges only after they have joined the political world and cross-border business.Nowadays,sports stars’ cross-border entertainment has become the mainstream of sports stars’ cross-border.This article takes the phenomenon of value alienation of sports stars in the process of crossing borders as a perspective,and employs scientific research methods such as literature,logical analysis,case study,and the combination of co-temporal and ephemeral methods.In the context of the wave of "national entertainment",the "imbalance" between sports stars’ own value and social value in the process of crossing borders brings a series of social problems that lead to the alienation of the value of sports stars crossing borders,the current situation of sports stars crossing borders in China,the causes of the shift,and the path of value return are studied.In this study,the current situation,the causes of the crossover of sports stars in China,and the path of value return are studied.Under the impetus of capital,sports stars are easily swept by the wave of "national entertainment" in the cross-border process,and the phenomenon of alienation of sports stars’ cross-border value has emerged.On the one hand,cross-border entertainment has become the primary choice for sports stars to cross the border.Cross-border sports stars have led sports viewers to excessively promote consumerist culture,resulting in irrational and exclusive behavior,leading to value alienation of sports viewers.On the other hand,the value alienation of sports viewers will affect the cross-border development of sports stars,leading to the confusion of sports stars’ self-identity and thus causing a value identity crisis.In the process of cross-border value alienation of sports stars,capital,as the main driver,promotes the cross-border development of sports stars through the construction of the relationship between sports stars and sports audience groups and the shaping and dissemination of the media image of sports stars.At the same time,the media’s "pan-entertainment" reporting style has contributed to the alienation of sports stars’ cross-border values.The imbalance between personal and social values of sports stars in the cross-border process has caused the alienation of the cross-border value of sports stars,which in turn affects the improvement of competitive sports,the spread of sports spirit and the development of sports culture in China.The return of cross-border value of sports stars is a rational requirement and scientific guidance for the cross-border value of sports stars under the conflict of multiple values,which provides a new practical choice and theoretical reference for the return of cross-border value of sports stars from the perspectives of actively promoting Chinese sports spirit,optimizing the governance of sports stars,establishing correct propaganda guidance in the media,improving the quality of sports stars and creating a good cross-border atmosphere for sports stars.