ScholarWorks@숙명여자대학교

초록

The purpose of this study was to explore a futuristic way to foster desirable sport diplomats who will be at the center of sport diplomatics in the era of Alter-globalization. This study, at first, looked at historical and paradigmatic shift defining current society, which are Neo-liberalism vs. Alter-globalization and Modernism vs. Postmodernism. In addition, by reviewing and comparing the values of each paradigm, how each of which have been influencing the contemporary sport culture was also figured out. The elite sport culture emphasizing competitiveness and the value of winning-at-all-costs came to us with the Liberalism in the early stage of Capitalism, and the form of sport diplomatics was in line with demonstration of nation’s superiority, while commercialism in the matured stage of Capitalism has been driving nation to consider sport events commercial commodities and the public to regard them as entities for entertainment. Thus, the values of sport diplomatics in this era were more like the ones that were before this era. However, in the current era, so-called, alter-globalization that increased civil interest in the decision making process does not only shares the values pursued in the previous eras but also seeks for the values that all global citizens would consent. Therefore, the people, the forms and the values in sport diplomatics need to be inevitably changed in accordance with these paradigmatic shifts, which implies that the public instead of the authorized few in the past and who would be at the center of sport diplomatics in the future need to be educated about what sport is, what are desirable values pursued in sport, how they could be approached, etc. This study named them “Educated Sport Consumer.”

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