| In modern society, mass media communications are widely defined, multiform communications can realize the communication subject and the correspondence masses' interaction effectively under the suitable condition and the environment, and form certain communication effects; this has no alternative but saying that it be refined. However, when much propagation becomes the mass media communication, sports along with the recent years' sports upsurge and the Olympic Games upsurge oncoming, which display more positive intrinsic propagation attribute, unifying with the traditional significance in news communication, becoming unique, and having strong vitality but in the propagation having a little contradictory in mass media communication. The reason that sports news communication is special and is contradictory, mainly lies in its intrinsic attribute, and this kind of attribute causes that when it have interaction with the overall social environment and the pseudo- environment of mass media establishment, it is very easy to cause the communication to produce sorts of cognition misinterpretation, the so-called communication rules still to fetter the sports news communication now. But it is a pity, in recent years, it has lacked regarding the sports news communication bottleneck problem appropriately. The papers which study on the s relations among sports, the sports news reports and the mass media from the discussion sports connotation angle are quite few; moreover, even if some involve to the related questions also appear"the two layers of skin" phenomenon.After 2003, papers which have studied the sports news reports connotation appeared gradually, but they often stop at a low level, they have not proposed the substantive questions, and also have not carried on the thorough analysis, moreover, systematized is insufficiency, existing the problem is that borrow the present theory and shouts some idle talk. For example, a paper which will discuss the sports news reports post-modern trend under the post-modern background, elaborates the reasonable existence of sports news reports entertainment, although the author also agree that the sports news reports should have certain entertainment tendency, the important thing is that we also differentiate this kind of entertainment explicitly whether is the sports connotation in the mass media time, we do not need the pure general discussion on the reasonable existence of sports news reports entertainment, and this also does not have the theory significance and the certain guidance.Thus, the practice and the theory value of these papers has not realized, these papers become lost to the theorists and the field. Moreover, the most important thing is that, the sports news reports become a development potential and unique charm kind report form in mass media time. Along with the medium and the reports evolution, there will possibly present more theories and the practice questions in the future, but presently, many writings have not played the forecast and the guard role, in author's opinion, this is one kind of understanding faults, perhaps we have not cut the right angle, perhaps we do not know the erroneous zone, thus, the author hope that this paper can certainly produce some function. Now the paper mainly explore and analyze why the true sports connotation can be real realized in the pseudo-reality ,sports connotation interacts with the mass media ,the common functions which the mass media and the sports have, the possibility that sports connotation can be realized in the pseudo-reality, by the way that layer upon layer thorough the reason to identify the question: the deep-reason is the planned economy time idea consciousness still to remain under the market economy time, and has been affecting the present sports news communication development in the magnifying form ; looking from the concrete communication practice, the reason is that we have not processed the relations among the pseudo-environment, the pseudo-reality, and the sports connotation.When sports itself develop to have the social class, to have the national time, its nationality and the national attribute will come out naturally, this should also be the reasonable ingredient in the sports connotation. The sports history is accompanying with the development of the human history, and the history of the human society accompanies with the medium history in certain extent, we see three contradictory community's relationship from the historical origin. This kind of complex present is the question that we meet in the sports news practice. And the question should not be ignored. How can the sports connotation be realized in the modern pseudo- reality? How to avoid the faults during the sports news communication process effectively? This is the matter that the media should think positively now. Because of the sport has edge activity, it walks between the economic base and the superstructure, it can unify with many cultural consciousness factors of the superstructure effectively, meanwhile, it will have the obvious related attribute along with . The sports have a closer connection with the mass media in industrial attribute of the economic base, and the managements of the superstructure, if there is any factor be changed, it can bring out huge change.At above, the author has clarified the main purpose of the paper writing basically as well as the key subject of papers, therefore, the author will elaborate the relationship among the sports, the mass media organization and the sports news reports, taking the way which unifies with the affair and the reason to explore and analyze the reason, at the same time, the author will try the best to make the process both to have the realistic feasibility as well as the actual operational.
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