On The New Ways To Profit Of Mass Media In Representation Of Sport

The purpose of this paper is to investigate two main questions:"how mass media representing sport" and "what are the ways of profit from innovation of mass media during the representation of sports". The former is emphasis on the research on theoretical aspects, while the latter is the answer according to the practice. The conclusions are as follows:The understanding of sports of modern people shall change from "what is sport" to "what does sport turn to". The reproduction of the mass media, sports is becoming a symbol of nation and ethnic identity, commerce,"entertainment", emotional sustenance, a social way, war; a ceremony; a paddock to create superman and spotlight.Mass media make a classification on sports:as part of the social content, sports has elevated to a position just as important as the political and economic. Understanding of media on sports is its own content, the coexistence of commonness and individuality, to maximum the needs of the audience. Media changes the schedule and content of sports events and influences the interaction of sports with other social factors.Mass Media is digging the commercial value of sport. When reaching win-win, it starts a new round cooperation. It is unstoppable to excavate the entertainment value of sports for sports, but that is also the return of sports. During excavation, it includes understanding and pursuit of senior happy.Attention, experience and influence are the profitable of basis of the mass media. Firstly, attract the attention of the audience. Give the audience a good experience. Then make a profound impact on them.The audience attention has both fragmentation and polarization characteristics. There are exclusive, convergence and focus abnormal things, to open up the window to grab the attention resources of others desire, such as common characteristics. There are several innovative ways to attract attentions:look for the target audience attention personality and common maximize overlap; unexpected production; making the audience "Note" platformThe aim of giving a great experience to audience is to make them satisfied. The factors influencing the experience of audience are visual, operation, and contents. Surprise is the key to overcome the competitors. Good experience can provide surprises from the basic requirements to three layers. Each layer contains four areas, which are entertainment, aesthetic, educational and escape. Giving the audience a good experience shall distinguish the good sports involved with view resources. Emphasize on the qualitative audience rather than the amount of audience. Custom sports resources.When mass media influence the audience, there are two impacts, which are material technology and social initiatives. Enhance the former have to rely on the promotion of existing properties and new properties development. Enhance the latter should start from the agenda-setting, authority, credibility and affinity. With the expansion of sports to other services, the sports media is increasingly powerless, however it is exactly where the new opportunities of profit. Thereby, try the new model to expand the field of sports influence; utilize sports opinion leaders; develop persuasion skills; take advantage of the third-person effect; make sports content like entertainment.The mass media can help the representation of sports to achieve profitable purposes. But it should control. The fact is the game between the short-term benefits and long-term interests of the mass media.