从贵州省第六届民运会看贵州少数民族体育的发展

通过对贵州省第六届民运会的实地调查及与历届全国民运会和贵州省民运会的比较分析,并提出了值得思考的对策,旨在促进贵州少数民族体育的发展,为当好第九届全国民运会东道主做好准备.     

Monitoring and evaluation of loveLife's AIDS prevention and advocacy activities in South Africa, 1999–2001

loveLife is the largest effort ever launched in South Africa to change adolescent sexual behaviour with the aim of reducing the rate of HIV infection among 15–20 year olds by 50%, reducing other STIs, and reducing the incidence of teenage pregnancy. loveLife combines high-powered media awareness and education, development of adolescent-friendly reproductive health services, and outreach and support programmes. The 5-year research and evaluation plan includes a multi-year comprehensive observational study, tracking change in a range of behavioural indicators and in sexual health outcomes. In its first 2 years, loveLife reached more than 4 million youth. Sixty-two percent of youth and 59% of their parents/guardians recognize the brand, while the vast majority of parents (97%) and youth (89%) exposed to loveLife, identified loveLife as being positive. Challenges in the next years are the continued roll out of the programme, and the development of institutional support and behaviour change.     

社会学视域下体育概念的重新审视

概念问题是一个学科或实践领域发展的基本问题,体育概念作为体育科学的逻辑思维起点,至今仍未见统一概念,学界分歧较大。在跨界融合的时代,体育概念的界定必须融入其他学科元素,以拓展体育的内涵。从社会学视角来界定体育的概念,是现代体育的基本内容。需要把“社会学意义”作为定义体育的核心维度,把“现代性”作为体育概念界定的重要方面,把“全球化”作为体育概念的典型特征,才能在现代体育的宏大叙事中,还原体育的真实面目。     

Controlling the illusion of control: a grounded theory of sports betting advertising in the UK

Sports betting advertising has arguably permeated contemporary sport consumption in many countries. Advertisements build narratives that represent situations and characters that normalize betting behaviour and raise public concerns regarding their detrimental effect on vulnerable groups. Adopting a grounded theory approach, the present study examined a British sample of sports betting advertisements (N = 102) from 2014 to 2016. The analysis revealed that individual themes aligned in a single core narrative, constructing a dual persuasive strategy of sports betting advertising: (i) to reduce the perceived risk involved in betting (with themes such as betting with friends, free money offers, humour, or the use of celebrities) while (ii) enhancing the perceived control of bettors (including themes of masculinity and sport knowledge). In addition, new technological features of sports betting platforms (e.g. live in-play betting) were used by advertisers to build narratives in which the ability to predict a sports outcome was overlapped by the ability of bettors to use such platforms, equalizing the ease of betting with the ease of winning. Based on the data analysed, it was concluded that the construction of a magnified idea of control in sports betting advertising is a cause for concern that requires close regulatory scrutiny.     

新疆民族传统体育发展趋势研究分析

目前有资料记载挖掘整理出新疆民族传统体育项目278个。民族传统体育在资料收集、整理、挖掘中，应将新疆民族传统体育项目和信息技术相结合，把有代表性项目编辑成网络游戏和游戏软件，做好新疆民族传统体育项目普及工作，加快文字收集和挖掘工作，使新疆民族传统体育进入良性可持续发展。     

吉林省体育社团发展现状与对策研究

通过对吉林省三种类型体育社团的典型代表进行访问调查,从五个方面探讨了吉林省体育社团发展的现状和存在的问题,并给出了解决对策。     

Analysis of the image repair discourse in the Michael Phelps controversy

The following study reviews the image repair strategies used by Olympic swimmer Michael Phelps, his sponsors and the organizations that govern him as an amateur swimmer after a picture of Phelps allegedly smoking from a marijuana pipe appeared in a British tabloid. Additionally, the study reviews media coverage of the controversy to determine whether Phelps was successful in repairing his image. The study concludes that Phelps’ image repair campaign was a success. Implications for public relations practitioners and suggestions for future research also are discussed.     

山西省农村初中体育游戏教育应用现状及对策研究——以太原市为例

运用文献资料、问卷调查、数理统计等方法,从太原市农村初中体育教师在体育教学中应用体育游戏的情况、学生参加体育游戏的现状、影响体育教师在体育教学中应用体育游戏的因素等方面,对太原市农村初中体育教学中体育游戏应用现状进行调查与分析,并针对存在问题,提出合理建议。     

Re-branding the NHL: Building the league through the “My NHL” integrated marketing campaign

This article is a case study examining promotional efforts undertaken by the National Hockey League (NHL) via integrated marketing initiatives launched during the 2005–2006 season. Following the 2004–2005 season player lockout², the NHL worked to promote itself to both fervent and casual fans. By briefly assessing past marketing efforts and the dwindling popularity of the league in recent years, the article provides a fuller picture of how professional hockey was marketed in North America when the NHL returned to play. The focus is on “My NHL” and the league's re-branding efforts as part of its new integrated communications plan. This research reveals that in its attempts to revive the sport the NHL has done a better job than with past efforts, however the current campaign must be aggressively maintained in order to successfully re-brand the league.     

对社会转型期完善中国竞技体育“举国体制”的分析

“举国体制”是一种为实现国家目的，调动和集中全国力量对竞技体育活动实行高度统一管理体制的简称。从“举国体制”产生的历史背景出发，在广泛查阅文献资料的基础上，运用了逻辑思辨的方法探讨其对中国竞技体育所产生的影响。提出了完善“举国体制”在现阶段中国竞技体育中运行机制的方向，即应建立起与社会主义市场经济体制相适应的新型的“举国体制”运行机制，既要在奥运争光计划中有夺金优势的项目中保留“举国体制”的优势，又要主动把大量的竞技体育项目推向市场，推动全民健身计划的开展。