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体育本身既是一种文化产物,又可以被看作是文化的载体,NBA利用网络、电视等媒介,以符号的形式将NBA文化和美国文化、价值观源源不断地输送到中国球迷的意识中,中国球迷在潜移默化中接受了美国文化,这种跨文化传播现象值得关注和研究。
Sports itself is both a cultural product and a carrier of culture. The NBA uses the Internet and television media to convey NBA culture and American culture and values to the Chinese fans in a symbolic way. China Fans subtly accepted the American culture, this phenomenon of intercultural communication deserve attention and research.