Sports News Entertainment

There are increasing entertainment elements in the sports news in the media of China in recent years.There are arguments on this phenomenon among the supporters and the ponents in the academia.The vague understanding and different interpretations of the ertainment elements in sports news bewilder the sports media in China during their practice in journalism,which calls for the fresh academic definition and interpretation.This paper surveyes and interpretes the phenomenon theoretically in a macro point of view. So the point of view not only demonstrated that the entertainment elements in sports media in China has its own rationality and promotes the social progress,but also pointed out some issues and trends in practice, which clarifies the vague understanding of the phenomenon and gives theoretical and practical suggestion on the development of entertainment elements in the sports media in China.This discourse reaches the following conclusion based on the panorama study of entertainment elements in the sports news in China:the sports'return to the essence of entertainment reflects the human pursuit of freedom.Therefore,the phenomenon is the return to the essence of sports in substance.The addition of entertainment elements in the sports news in China is the necessary trend of development of new sand social progress.This phenomenon in sports media in China has its own rationality andpromotes the social progress.The characteristics of entertainment elements in sports news in China are materialized in contents and form.The attempt by sports media in China in the entertaining function of news promotes the growth of sports industry and sports news in China. There exist many issues during the attempt:the outdated ideas,lack of excellent professionals and administrators with multiple-discipline backgrounds and experiences,and lack of well-rounded operation mode,etc.What's more,thereThere is a gap in operation and marketing mode,human resources,capital and degree of industrialization compared with foreign counterparts, which is also concerned in this paper.For the problems arising in operation, there are some suggestions. For example, sports media's internal management system, media practitioners'professional quality, community's monitoring system, the sports media's coping strategies on Market segmentation of background and Innovative propulsion technology and content integration.At the same time, this paper also pointed out that the reports to be moderate. Media should stick to a basic principle that adhere to objective truth in the premise of information, build a high-grade, in-depth sports coverage of entertainment, make efforts to achieve public welfare and the balance between market and focus'on the theme of promoting the development of sports.