我国“体育明星”全民健身社会责任研究

摘要

This article has taken the social responsibility of sports stars as object of study, analyzed the connotative meaning of the responsibility and put forward the basic framework for the study.It is believed that the social responsibility of sports stars refers to the behaviours that sports stars have conducted to promote the healthy development of National Fitness Program, which are based on the observation of laws and regulations,social norms and professional sports ethics.The essential meaning of sports stars is behavior modeling,value leading and sports marketing and laws and regulations,the influence of sports stars and self-brand molding are the basis of sports stars to shoulder the social responsibility of developing National Fitness Program.%以体育明星的全民健身社会责任为研究对象，分析了体育明星社会责任内涵，提出了全民健身事业中体育明星社会责任担当的要义和依据等，进一步提出了体育明星社会责任研究的基本框架。研究认为：体育明星全民健身社会责任指体育明星在遵循法律法规、社会规范和体育职业道德基础上，为推进全民健身事业的健康发展所做出的行为。行为示范、价值引领、营销体育是体育明星全民健身社会责任担当的要义，政策法规、体育明星的现实影响和个人品牌塑造等是体育明星全民健身社会责任担当的依据。