unit 4

Lead-in
TextB
Words&Expressions
Exercis
Translation
PartB
Lead-in
TaskDiscussthefollowingquestionswithyourpartner.
1.Whataresomeofthepopularideasonsports
commercializationincollege?
Peopleusuallyagreethatcommercializationhelpstoprovidemoneytounderfundeduniversitysportsprogramsandhelpsplayersgetpromotedinternationally.Peoplealsofeelthatitplacespressureonastudenttoperformbetterinsportsratherthanstudy.
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2.Whatdoyouthinkshouldbethemainaimsofcollegesports?
Topromotephysicaldevelopment,growthandfitnessandfosteranofwell-being;toprovideopportunityforsocialdevelopmentthroughlearningtocooperatewithothersandfunctionaspartofagroup;toenablestudentstoexperiencethesuccessofcompetition;toprovideopportunityforproblem-solvinganddecision-making.
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1.Atonetime,theterm“corporateathletics”onlyappliedtoprofessionalsport.Today,commercializationhasnotonlypermeatedthecollegiateranksbuthasfiltereddownwardintoyouthandrecreationalprogramsaswell.Theconceptsofcommercializationandprofitarenotimmoral;however,whensportbecomesoverlycommercialized,non-moralvaluessuchasmoney,celebrityandsuccesscaninfluencenormativedecisions.
CommercializationofCollegeSports
ByBetsyR.Smith
Unfortunately,whenthevaluesbecomecentraltosport,thewayisopenedupfornon-normativeactionssuchasbendingoftherules,outrightcheating,andexploitationofathletes.Sportatalllevelshasthusbecomeacorporateentitythattransmitconomic,ratherthanethical,values.
2.Whendiscussingsportethicsinrelationtomoney,thefocusisoftenonwhetherintercollegiateandcollegiate
sportprogramsshouldmarkettheirproductsascommercialenterpris.
3.Reluctantly,eliteDivisionⅠathleticprogramsadmitthattheyarecommercializedbusiness.Programssuchasthedependupontherevenuefromoneortwosportstohelpfinanceothersportprogramsthatgeneratenorevenue.Assuch,expectationsofsuccessareplaced
onfootballandbasketballprograms,and,inparticular,oncoachesandathletes.Thisbecomespeciallydemandinginlargeathleticdepartmentswherecoaches,athletes,andfundrairsdonotnecessarilyfollowthesametofprinciplesandguidelines.
4.Collegeadministratorshaveknownforsometimethat
successfulathleticprogramsnotonlyenhancebutraitheprofileoftheiruniversity.Whenaschoolisrecognizedmoreforitsathleticsuccessthanforitducationalprograms,hasthemarketingofcommercializedsportbecomedamagingtoitducationalmission?
6.Exploitationtakesonmanyformsanddoesagreatharmtoathletes.Itoccurswhenwhatisbestfortheathletebecomescondarytowhatisneededtowin.Forexample,lowadmissionsstandardsmaytacademicallyunpreparedstudent-athletesupforfailure.Timedemandsandothercommitmentxpectedofathletesareextensiveandcanmakeitdifficultforastudent-athletetofindstudytime.Psychologically,thepressuretowinmaytaketheplaceofacademicdemands,hinderathleticperformance,andimpedesocialdevelopment.
7.Onehastoaskthequestionwhethersituationalethicsisbecomingthenormincollegiateathletics.Manytimesweheartherationalethat,“Otherschoolsputathleticsbeforeacademicsandwehavetodowhatittakestostaycompetitive.”Iftherightandwrongofone’sactionsarejudgedbywhatothersdo,thenintegrityonlyexistsin
relationtothesocialexpectation.
(579words)
◆commercialization:n.managingonabusinessbasisfor
profit
e.g.Professionalsportsclubshavebeenbroughtintothe
economicoperationofcommercialization.
职业体育俱乐部已纳入了商业化的经济运作。
Universitiesaretryingtoacceleratethecommercialization
oflaboratoryachievements.
大学正在尝试加速实验室科研成果的商业化。