题目内容
1 Massive changes in all of the world's deeply cherished sporting habits are underway.Whether it's one of London's parks full of people playing softball, and Russians taking up rugby, or the Superbowl rivaling the British Football Cup Final as a televised spectator event in Britain, the patterns of players and spectators are changing beyond recognition. We are
witnessing a globalization of our sporting culture.
2 That annual bicycle race, the Tour de France, much loved by the French is a good case in point. Just a few years back it was a strictly continental affair with France, Belgium and Holland, Spain and Italy taking part. But in recent years it has been dominated by Colombian mountain climbers, and American and Irish riders.
3 The people who really matter welcome the shift toward globalization. Peugeot, Michelin and Panasonic are multi-national corporations that want worldwide returns for the millions they invest in teams. So it does them literally a world of good to see this unofficial world championship become just that.
4 This is undoubtedly an economic-based revolution we are witnessing here, one made possible by communications technology, but made to happen because of marketing considerations. Sell the game and you can sell Coca Cola or Budweiser as well.
5 The skilful way in which American football has been sold to Europe is a good example of how all sports will develop. The aim of course is not really to spread the sport for its own sake, but to increase the number of people interested in the major money-making events. The economics of the Superbowl are already astronomical. With seats at US $ 125, gate receipts alone were a staggering $10, 000, 000. The most important statistic of the day, however, was the $100,000,000 in TV advertising fees. Imagine how much that becomes when the eyes of the world are watching.
6 So it came as a terrible shock, but not really as a surprise, to learn that some people are now suggesting that soccer change from being a game of two 45-minute halves, to one of four 25-minute quarters. The idea is unashamedly to capture more advertising revenue, without giving any thought for the integrity of a sport which relies for its essence on the
flowing nature of the action.
7 Moreover, as sports expand into world markets, and as our choice of sports as consumers also grows, so we will demand to see them played at a higher and higher level. In boxing we have already seen numerous, dubious world title categories because people will not pay to see anything less than a "World Title" fight, and this means that the title fights have to be held in different countries around the world!
Globalization of sporting culture means that______.
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Television—that most attractive modern technology, marked by rapid change and growth—is moving into a new era which promises to reshape our lives and our world. It is an electronic revolution of sorts, made possible by the marriage of television and computer technologies.
The word "television" can literally be interpreted as sight from a distance. Very simply put, it works in this way: through a complete system of electronics, television provides the capability of converting an image into electronic impulses, which can be sent through a wire or cable. These impulses, when fed into a receiver (television set), can then be electronically reconstructed into that same image.
Television is more than just an electronics system, however. It is a means of expression, as well as a vehicle for communication, and as such becomes a powerful tool for reaching other human beings.
The field of television can be divided into two types. First, there is broadcast television, which reaches the masses through broad-based airwave transmission of television signals. Second, there is non-broadcast television, which provides for the needs of individuals or specific interest groups through controlled transmission techniques.
Traditionally, television has been a medium of the masses. It has been with us for about thirty- seven years in a form. similar to what exists today. During those years, it has been controlled mostly by the broadcast networks, ABC, NBC and CBS, who have been the major suppliers of news, information, and entertainment. These giants of broadcasting have actually not only shaped television as a source of entertainment, but placed our role in this active medium as the passive viewer.
What is the topic of the passage？
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