3.Commercialization has not had a dramatic effect on the format and goals of most sports. In spite of the influence of spectators, what has occurred historically is that sports have maintained their basic format. Innovations have been made within this framework, rather than completely dismantling the design of a game. For example, the commercialization of the Olympic Games has led to minor rule changes in certain events, but the basic structure of each Olympic sport has remained much the same as it was before the days of corporate endorsements and the sale of television rights.
3商业化对于大多数体育运动的结构和目标没有太大的影响。尽管观众会对其产生影响，但在历史上，运动项目保持了它们的基本结构。创新也是在这一框架内进行的，并不会完全废除这项运动的基本设计。例如、奥运会的商业化导致了某些赛事规则的微小变化但其每项运动的基本结构还是和商家赞助及电视转播权出售之前基本一致。
4.Commercialization seems to affect the orientations of sport participants more than it does the format and goals of sports. To make money on a sport, it's necessary to attract a mass audience to buy tickets or watch the events on television. Attracting and entertaining a mass audience is not easy because it's made up of many people who don't have technical knowledge about the complex athletic skills and strategies used by players and coaches. Without this technical knowledge, people are easily impressed by things extrinsic to the game or match itself; they get taken in by hype. During the event itself they often focus on things they can easily understand. They enjoy situations in which players take risks and face clear physical danger; they are attracted to players who are masters of dramatic expression or who are willing to go beyond and their normal physical limits to the point of endangering their safety and well-being; and they like to see players committed to victory no matter what the personal cost.
4看来，与运动的结构和目的相比，商业化更多的是影响运动参与者的取向。若要通过一项运动盈利，就必须吸引广大观众买门票或在电视上观看比赛。吸引和娱乐广大观众并非易事，因为这些观众中有很多人没有技木性的知识，因而不懂得运动员和教练采取的复杂竞技技巧和策略。由于缺乏这些技术性知识，人们容易受到运动或赛事之外的东西的影响，容易受到天花乱坠的宜传的迷惑。在比赛期间，他们经常关注那些他们容易理解的事情。他们喜欢那种运动员冒险并明显面临身体危险的情境，他们喜爱那些搜长戏剧化表现或者愿意超越正常的生理极限以致威胁到自己的安全和健康的运动员。他们喜欢看到运动员不惜代价，立志求胜。
5.For example, when people lack technical knowledge about basketball, they are more likely to talk about a single slam dunks than about the consistently flawless defense that enabled a team to win a game.Similarly, those who know little about the technical aspects of ice skating are more entertained by triple and quadruple jumps than by routines carefully choreographed and practiced until they are smooth and flawless.Without dangerous jumps, naive spectators get bored. They like athletes who project' exciting or controversial personas,and they often rate performances in terms of dramatic expression leading to dramatic results.They want to see athletes occasionally collapse as they surpass physical limits, not athletes who know their limits so well they can successfully compete for years without going beyond them.
5比如，当人们缺乏篮球方面的技术知识时，他们更津津乐道于某一个灌篮，而不会关注球队取胜必需的因素:自始至终配合得天衣无缝的后防。同样，那些对滑冰技术知之甚少的人，他们更感兴趣的是三连跳或四连跳，而不是那些精心设计并训练直至流畅、完美的舞步。没有惊险的跳跃，无知的观众会感到厌倦。他们喜欢那些表现得激动人心或有争议性的运动员。他们往往
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根据戏剧化的表现是否导致戏剧化的结果来评价比赛。他们想看运动员在超越自己极限时偶尔的突然失败，而不是多年来稳操胜券，熟知自己极限而不去超越它的运动员。
6.When a sport comes to depend on entertaining a mass audience, those involved in the sport often revise their ideas about what is important in sport. This revision usually involves a shift in emphasis from what might be called an aesthetic orientation to a heroic orientation In fact, the people in sport may even refer to games or matches as \to themselves as entertainers as well as athletes. This does not mean that aesthetic
orientations disappear, but it does mean that they often take a back seat to the heroic actions that entertain spectators who don't know enough to appreciate the strategic and technical aspects of the game or match.
6当一项体育运动变得依赖于娱乐广大观众时，对于运动中什么才是重要的，运动参与者们往往会改变观念。这一改变常常意味着重心从所谓的美学取向向英雄主义取向转变。其实，运动员可能甚至把运动或比赛称为“表演秀”，并把自己称作表演者兼运动员。这并不意味着美学取向不复存在了，但是这确实意味着与英雄主义行为相比，它们常常退居其后。英雄主义行为吸引着那些没有足够的知识欣赏运动或比赛的策略和技术的观众。
7.As the need to please naive audiences becomes greater, so does the emphasis on heroic orientations. This is why television commentators for US football games continually talk about danger, injuries, playing with pain, and courage. Some athletes, however, realize the dangers associated with heroic orientations and try to slow the move away from aesthetic orientations in their sports. For example, some former figure skaters have called for restrictions on the number of triple jumps that can be included in skating programs. These skaters are worried that the commercial success of their sport is coming to rely on the danger of movement rather than the beauty of movement. However, some skaters seem to be willing to adopt heroic orientations if this is what will please audiences and generate revenues. These athletes usually evaluate themselves and other athletes in terms of the sport ethic, and they learn to see heroic actions signs of true commitment and dedication to their sport.
7取悦无知观众的需求越强烈，就越会强调英雄主义取向。这就是为什么美国橄榄球比赛的电视评论员喋喋不休地谈论危险、受伤、带伤比赛和胆量。不过，有些运动员意识到了与英雄主义取向随之而来的危险，并试图在他们的运动中放慢偏离美学取向的步伐。比如，一些前花样滑冰运动员已经呼吁限制滑冰项目中三连跳的数量。这些滑冰运动员担心，他们的体育项目在商业上的成功正越来越依赖于动作的危险性，而不是动作的美感。然而，另外一些滑冰运动员似乎愿意采取英雄主义取向，只要这样能取悦观众，获得收入。这些运动员用体育道德规范去评价自己和他人，他们还学会把英雄主义行为看成是真正地投入及为运动献身的标志。
Commercialization also leads to changes in the organizations that control sports. When sports begin to depend on generating revenues, the control of sport organizations usually shifts further and further away from the players. In fact, the players often lose effective control over the conditions of their own participation in the sport. These conditions come under the control of general managers，team owners，corporate sponsors, advertisers, media personnel, marketing and publicity staff, professional management staff, accountants, and agents.
8商业化同样会导致那些控制体育的组织发生变化。当体育开始依赖于创造收入时，体育组织的控制权就会离运动员越来越远。事实上，运动员常常对于自身的体育参与环境失去有效控制。这些环境越来越受控于下列人员:总经理、运动队老板、企业赞助商、广告商、传媒人员、营销和宜传推广人员、专业管理人员、会计师以及经纪人。
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9..The organizations that control commercial sports are usually complex, since they are intended to coordinate the interests of all these people, but their primary goal is to maximize revenues.This means that organizational decisions generally reflect the combined economic interests of many people having no direct personal connection with a sport or with the athletes involved. The power to affect these decisions is grounded in a variety of resources, many of which are not even connected with sports. Therefore athletes in many commercial sports find themselves cut out of decision-making processes even when decisions affect their health and well-being.
9那些控制商业体育的组织通常非常复杂，这是因为它们企图协调上述所有人的利益，但它们的首要目标还是盈利最大化。这意味着组织决策通常反映的是许多人的混合利益，而他们与体育或相关运动员没有直接联系。影响这些决策的力量根植于各种不同的资源，其中许多甚至与体育没有关联。因此，许多商业体育中的运动员发现自己被逐出了决策过程，即便这些决策影响到他们的健康和幸福。
Unit3 Oslp
1.I remember on my first trip to Europe going alone to a movie in Copenhagen. In Denmark you are given a ticket for an assigned seat. I went into the cinema and discovered that my ticket directed me to sit beside the only other people in the place,a young couple locked in the sort of passionate embrace associated with dockside reunions at the end of long wars. I could no more have sat beside them than I could have asked to join in-it would have come to much the same thing- so I took a place a few discreet seats away.
1记得我第一次去欧洲旅行的时候，我在哥本哈根独自一人去看电影。在丹麦，电影票是对号入座的。(此文来自袁勇兵博客)我走进电影院，发现在我的票对应的座位旁，只有一对年轻情侣。这对情侣如胶似漆地拥抱在一起，如同一场持久战争结束后码头上亲人的团聚。我很不情愿坐在他们旁边，就如我绝不会要求加入他们的行为一样——这两者对我来说并没有什么不同——因此我谨慎地隔几个座位坐了下来。
2. People came into the cinema, consulted their tickets and filled the seats around us. By the time the film started there were about 30 of us sitting together in a tight pack in the middle of a vast and otherwise empty auditorium. Two minutes into the movie, a woman laden with shopping made her way with difficulty down my row, stopped beside my seat and told me in a stern voice, full of glottal stops and indignation, that I was in her place. This caused much play of flashlights among the usherettes and fretful re-examining of tickets by everyone in the vicinity until word got around that I was an American tourist and therefore unable to follow simple seating instructions and. I was escorted in some shame back to my assigned place.
2人们陆续地走进影院，参照电影票找到位子，在我们周围坐了下来。电影开场时，这个宽敞空旷的观众席中间，扎堆地坐了约30人。电影开场两分钟后，一个拎着大包 小包购物袋的女士艰难地挤到我这排，在我座位旁停下，并用严厉的口吻愤怒地朝我用充满了喉塞音的丹麦语说道，我坐在了她的位子上。女引座员马上打开手电筒查看情况，身边所有的人都不安地重新确认自己票上的座位号，直到大家都清楚了，我是一个美国游客，因此没有遵循简单的就座指示。在羞愧中我被送回指定的位子。
3.So we sat together and watched the movie, 30 of us crowded together like refugees in an overloaded lifeboat, rubbing shoulders and sharing small noises, and it occurred to me then that there are certain things that some nations do better than everyone else and certain things that they do far worse and I began to wonder why that should be.
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3接下来我们坐在一起看电影，30人如同一艘超载的救生船上的难民一般挤作一团。肩膀相互摩擦着，忍受着各种细小的噪声。那时我想，有些国家在某些事情上做的比任 何其他国家都好，然而在另外一些事情上，他们却糟糕很多。我开始思考为何会有如此反差。
4.Sometimes a nation's little contrivances are so singular and clever that we associate them with that country alone-double-decker buses in Britain, windmills in Holland (what an inspired addition- to a flat landscape: think how they would transform Nebraska)，sidewalk cafes in Paris. And yet there are some things that most countries do without difficulty that others cannot get a grasp of at all.
4有时候某个国家的小发明是如此独特和精巧，以至于我们总是由它而联想到这个国家——英国的双层巴士，荷兰的风车（给原本单调的景观增添了多么美妙的创意：想想这些风车是如何改变了内布拉斯加州），还有巴黎人行道上的露天咖啡馆。然而， 也有一些事情，大部分国家能不费吹灰之力地办到，但某些国家却完全想不到。
5.The French, for instance, cannot get the hang of queuing. They try and try, but it is beyond them. Wherever you go in Paris,you see orderly lines waiting at bus stops, but as soon as the bus pulls up the line instantly disintegrates into something like a fire drill at a lunatic asylum as everyone scrambles to be the first aboard, quite unaware that this defeats the whole purpose of queuing.
5比如说，法国人无法掌握排队的窍门。他们一遍遍地尝试，但这似乎超出了他们的能力范围。无论你去巴黎的任何地方，总会看到整齐的队伍在公交车站候车。但一旦公交车靠站，队伍立刻瓦解，就像精神病院的消防演习一样，所有人都争抢着第一个上车，完全没意识到，这样一来排队的意义就荡然无存了。
6.The British, on the other hand, do not understand certain of the fundamentals of eating, as evidenced by their instinct to consume hamburgers with a knife and fork. To my continuing amazement, many of them also turn their fork upside一down and balance the food on the back of it. I?ve lived in England for a decade and a half and 1 still have to quell an impulse to go up to strangers in pubs and restaurants and say, \stop those peas bouncing all over the table?\
6另一方面，英国人则不能领略吃的基本要领。证据就是他们本能地使用刀叉来食用汉堡。更令我惊讶的是，他们大多数都把叉子颠倒放置，将食物搁在它的背上。我已经 在英国居住了 15年，但我仍不得不压制这种冲动，想要走向酒吧或餐馆里的陌生人说：“打扰一下，可以允许我告诉你一个小技巧吗？(此文来自袁勇兵博客)那样你就不会把豆子散落在整张桌子上了。
7.Germans are flummoxed by humor, the Swiss have no concept of fun, the Spanish think there is nothing at all ridiculous about eating dinner at midnight, and the Italians should never, ever have been let in on the invention of the motor car.
7德国人被幽默困扰，瑞士人对乐趣毫无概念，西班牙人丝毫不觉得在半夜吃晚饭有什么滑稽之处，而意大利人从不，也绝不会让别人告诉他们汽车是如何发明的。
8.One of the small marvels of my first trip to Europe was the discovery that the world could be so full of variety, that there were so many different ways of doing essentially identical things, like eating and drinking and buying cinema tickets. It fascinated me that Europeans could at once be so alike-that they could be so universally bookish and cerebral, and drive small cars, and live in little houses in ancient towns, and love soccer, and be relatively unmaterialistic and law-abiding, and have chilly hotel rooms and cosy and inviting places to eat and drink-and yet be so endlessly, unpredictably different from each other as well. I loved the idea that you could
never be sure of anything in Europe.
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8这次欧洲之旅带给我很多惊奇的小事，其中一个就是我发现世界竟能如此多样化，对于本质上相同的事物处理起来却方式各异，比如说吃喝或是买电影票。有趣的是，欧洲人有时可以突然变得如此相似——他们普遍好学而理性，开着小车，住在古镇的小房子里，喜欢足球，不怎么注重物质生活，遵纪守法，而且他们住寒冷的宾馆房间，去温暖舒适的地方吃喝——然而却同时拥有着如此琢磨不透、永无止尽的差异。在欧洲没有什么是百分之百肯定的，对此我十分赞同。
9.I still enjoy that sense of never knowing quite what's going on.In my hotel in Oslo where I spent four days after returning from Hammerfest, the chambermaid each morning left me a packet of something called Bio Tex Bla, a \the instructions. I spent many happy hours sniffing it and experimenting with it, uncertain whether it was for washing out clothes or gargling or cleaning the toilet bowl. In the end I decided it was for washing out clothes- it worked a treat-but for all I know for the rest of the week everywhere I went in Oslo people were saying to each other, \smelled like toilet-bowl cleaner.\
9我仍然享受着对事情进展的未知感。从哈默菲斯特返回后，我在奥斯陆的宾馆呆了四天，女服务员每天早上都留给我一盒叫做Bio Tex Bla的东西，说明上说是一种 “minipakke for ferie，hybel og weekend”。我不清楚它到底是用来洗衣服的，还是漱口的， 或是用来淸洗抽水马桶的，我通过闻它的气味，并试验它各种可能的用法，度过了好几个快乐的小时。最后我判定它是甩来洗衣服的——它的确有效——然而就我所知，在奥斯陆度过的剩下几周中，无论我去哪儿，都听见有人互相议论：“你知道吗?那个人身上有马桶清洁剂的味道。”
10.When I told my friends in London that I was going to travel around Europe and write a book about it, they said, \
10当我告诉伦敦的朋友，我将周游欧洲并写成书时，他们说：“喔，你肯定会说很多语言吧。”? 11.\as if I were crazy. But that's the glory of foreign travel, as far as I am concerned. I don't want to know what people are talking about. I can't think of anything that excites a greater sense of childlike wonder than to be in a country where you are ignorant of almost everything. Suddenly you are five years old again. You can't read anything, you have only the most rudimentary sense of how things work, you can't even reliably cross a street without endangering your life. Your whole existence becomes a series of interesting guesses.
11 “为什么，我不会，”我会带着一点傲气回答，“我只会英语。”然后他们就看着我，好像我疯了。(此文来自袁勇兵博客)但是就我而言，那正是国外旅游的美妙之处。我并不想知道人们在说些什 么。置身于一个对你而言完全陌生的国家，能激发一种孩子般的好奇心。除此之外，我想不出还有什么更好的办法。突然之间你又回到了五岁。你无法读懂任何东西，你对事物运行方式只有最基本的感知，你甚至无法安全地穿过马路。你的整个存在变成了一系列有趣的猜想。
12.I get great pleasure from watching foreign TV and trying to imagine what on earth is gonging on.On my first evening in Oslo,I watched a science program in which two men in a studio stood at a lab table discussing a variety of sleek, rodent-like animals that were crawling over the surface and occasionally up the host's jacket. \creatures, do you?\
12 看国外电视节目，试着想象到底发生了什么事，这让我乐此不疲。比如说，在奥斯陆 的第一个晚上，我收看一个科学节目，演播室里的两个男子站在一张实验桌旁，讨论着一种有着光滑皮毛的貌似啮齿目的动物，它们在桌面上爬行，偶尔爬上主持人的外套。主持人正在说：“那么你与所有这些动物做爱，是吗？
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