비만위기 소통과 스포츠 의미론의 변화

Abstract

The purpose of this study is to clarify that the rich meanings of sports have been reduced as it is involved in the obesity crisis communication. Niklas Luhmann’s concepts of communication and semantics serve as a theoretical framework for this study. Communication is a process of dealing with meaning, therefore, if the communication is completed, the processed meaning remains (i.e. form). And if the form of meaning is hardened through repetition, then it becomes semantics. Sports is an activity that anyone can participate in, regardless of sex, age, gender, or other factors. Moreover, sports is an activity that can satisfy various needs, such as fun, entertainment, friendship, unity, health, and/or competition through games (for example, ball games, athletics, and gymnastics). Sports is an activity that can pursue both the present experience and a future incentive simultaneously. However, the contemporary communication on sports is limiting itself to an exaggerated focus on the claim that sports is a means of solving the obesity problem. It could be argued that nowadays the meaning of sports in the social dimension is changing from activities for everyone to mainly activities for obese people. In the factual dimension, the meaning of sports are changing from holistic, educational activities, which aim balanced development of human nature and talent, to calorie expenditure activities for weight loss. In the time dimension, the meaning of sports are changing from activities, which are oriented toward the present and the future oriented activities at the same time, to activities, which are oriented toward the future with the aim of becoming slimmer.