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词汇提示

1.consensus 共识

2.transnational 跨国的

3.coverage 新闻报道

4.reinforce 加强

5.tension 紧张

6.bloc 集团，联盟

7.device 方法

原文

Globalization and Sport

One of the most recognized and widely debated terms in recently times is “globalization”.

While there is little consensus as to what it actually is，there is little doubt that the world has in one way or another become more inter-connected.

Mass communications and transportation technology，in addition to the rise of transnational corporate culture，have combined to produced a new global culture.

At the same time，sport has become one of the most recognized elements of global culture.

In fact，it has been claimed that there are no other events in the world that attract the attention of more people around the world than sports events，especially the Olympic Games and the World Cup football（soccer）tournament.

It is difficult to think other events that attract the world's attention in the same manner as sport.

Global themes infuse international sporting events in several ways.

One of those ways is in advertising.

Major transnational corporations using major events like the Olympic Games advertise with global themes and images.

In addition，media coverage of major events often emphasizes national and international themes.

These themes can be both positive and negative.

For example，sport can reinforce international cooperation and cultural learning，but it can also be used to reinforce themes of aggressive nationalism and create tension between countries.

This was clearly that case during the Cold War from World War Ⅱ to the late-1980s，in which West Bloc and East Bloc nations regularly did battle at the Olympic Games.

More recently，additional global themes have appeared.

The international immigration and movement of athletes is one theme.

Increasingly，professional and elite amateur athletes are attracted to other.

Football（soccer）is one sport that practices“athlete immigration”frequently.

Many professional teams in Europe，for example，have many players from outside the team's nation.

An additional global theme that has appeared lately is sport used for international advertising and marketing.

Sport provides a very useful device for transnational marketing and advertising because the symbols provided by sport are often recognized internationally，and sport provides many of the themes and images important to adverting：speed，strength，competition，perseverance，and so forth.

Many corporations such as IBM and Coca-Cola regularly use sport to advertise their products，even though these corporations don't sell sport related products directly

Some critics have claimed that major international events such as the Olympic Games are being used less for international understanding and cultural sharing as they are for making big corporations a lot of money.

While it is clear that the sport-related images and symbols used by these corporations are recognized worldwide，it is not so clear what positive benefits are accrued from this.

In any case，there is little doubt that sport will continue to play a vital role in the globalization process.

翻译

全球化与体育

“全球化”是近年来最受认可和广泛讨论的术语之一。
虽然人们对它的实际情况几乎没有共识，但毫无疑问，世界在某种程度上变得更加相互关联。
大众传播和运输技术，加上跨国企业文化的兴起，共同催生了一种新的全球文化。
与此同时，体育已经成为全球文化中最受认可的元素之一。
事实上，有人声称，世界上没有其他赛事比体育赛事更能吸引全世界更多人的注意力，尤其是奥运会和世界杯足球赛。
很难想象其他赛事会像体育一样吸引全世界的注意力。
全球主题以多种方式注入国际体育赛事。
其中之一就是广告。
大型跨国公司利用奥运会等重大事件，以全球主题和形象进行广告宣传。
此外，媒体对重大事件的报道往往强调国家和国际主题。
这些主题可以是正面的，也可以是负面的。
例如，体育可以加强国际合作和文化学习，但也可以用来强化激进民族主义的主题，并在国家之间制造紧张关系。
一个更明显的例子是从第二次世界大战到20世纪80年代末的冷战期间，西方集团和东方集团国家经常在奥运会上交锋。
最近，又出现了新的全球主题。
运动员的国际移民和迁移是一个主题。
职业运动员和业余精英运动员越来越多地被其他运动员所吸引。
足球是一项经常实践“运动员移民”的运动。
例如，欧洲的许多职业球队都有许多来自国外的球员。
最近出现的另一个全球主题是体育被用于国际广告和营销。
体育为跨国营销和广告提供了非常有用的手段，因为体育提供的符号通常在国际上得到认可，体育提供了许多对广告很重要的主题和形象：速度、力量、竞争、毅力等等。
许多公司，如IBM和可口可乐，经常使用体育来宣传他们的产品，尽管这些公司并不直接销售与体育相关的产品
一些批评人士声称，像奥运会这样的大型国际活动被较少地用于国际理解和文化共享，因为它们是为了让大公司赚大钱。
虽然很明显，这些公司使用与体育相关的图像和符号在世界范围内得到了认可，但尚不清楚这会带来什么积极的好处。
无论如何，毫无疑问，体育将继续在全球化进程中发挥重要作用。

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