The Study On The Sport Propaganda In Chinese Medias Since The Implementation Of Reform And Opening-up Policy

Since the Chinese reform and opening-up, Chinese media sport propaganda not only makes great achievements but also faces new challenges. The combination of media’s propaganda value and sport’s special function is the base of constructing media sport propaganda. The research on it is an important field of journalism and communication. Further more it is an important side of constructing harmonious sport and society.The author of the paper takes literature review and scholar interview to collect the historic materials about Chinese media sport propaganda since the Chinese Economic Reform; uses data Stat. content analysis and historic comparison to analyses the materials; sums up its occurrence, development and change process in the round from the angle of history, communication, system economics and culture in order to foresee the future by reviewing the past and know its nature and rules on the base of learning history and status quo.The author points that media sport propaganda is a communication activity that the media organizations spread sport activities with all kinds of mass communication medias and effect the people’s idea and action with some concepts. The author thinks that the study of its progress and contents should take time as the axis and its five operation dimensionality as section.Medias have different development tracks since the implementation of reform and opening-up policy. At the beginning the broadcast is the leading form of media sport propaganda; Since the 1990s the popularization of TV drives its development; in the new century, the rise of network makes it face opportunity and challenge. Newspaper as an important position in media sport propaganda holds the important status in this field with its depth advantage in sport reports. Patriotism is the basic value tropism when medias take sport propaganda. Medias and sports began to carry out marketization operation in 1990s, media sport propaganda began to identify with rational market profit. In the new phase media sport propaganda embodied its humanistic value around Olympics.The object range of media sport propaganda in China is extending. The object’s consciousness of active participation is reinforcing and the object develops from passive participation to active participation in media sport propaganda.Chinese athletes gained excellent achievement in all kinds of important sport contest and media sport propaganda is rising. since 1990s the marketization experiment of sport and the development of media technology realize its breakthrough. In the new century, chinese sport achieves historic leap and media sport propaganda comes into an all-around development stage.Since the implementation of reform and opening-up policy the tactics and skills of media sport propaganda is enriching. The image construction turns from national hero into mass idol; the propaganda tactics turns from lecturing into entertainment; the propaganda form turns from hard news into soft news; the propaganda channel turns from singleness into multiplicity.Since Chinese reform and opening-up, the system change of media sport propaganda carried through under background of the game between government and media, the profit drive, market rivalship and technology drive. System change is not only the original impetus of media sport propaganda development but also the key point that media sport propaganda strives for further development and mounts a new platform under the background of marketization.The author takes a case study on 2008 Olympics’media sport propaganda from six dimensionalities. The author thinks that on the background of globlization the right understanding on media sport propaganda rules brings development chance and at the same time the impact of multiple values makes it face challeges. The author brings forward the approaches to improve the effect of media sport propaganda.