The Mutual-active Between Mass Media And Sports Industry

The thesis discusses the dependence and profitability from each other between popular media and sports industry. It details in four parts. In the first part, the idea is raised that sports industry connected with popular media is a deep mutual relationship between different industries, which also gives a constrained definition of sports industry's intermediary, and summarizes its double meanings as both object and subject.By comparing the developmental situation on the sports industry and sports media of China and some European and American countries, the author summarizes that our national sports industry and sports media is at a struggling ascending stage; but at the same time, the 2008'Olympic game in Beijing will bring the excellent opportunities for these two industries. The future developmental space for the sports industry is so broad that nobody can imagine what will happen next. China sports media industry will also take this good opportunity, which the sports industry brings to create good conditions for the industry revolution of its own. The sports media lays a solid mass foundation for the development of the sports industry, and provides the necessary conditions for its economic foundation and firsthand accumulation, and generates the original power for the prosperity of the sports industry. The theoretical assumption that "sports industry is depended on popular media"and "sports, sports industry are a kind of special media". In the second part of the essay, sports industry depending on mass media has been analyzed. Popular culture following with mass media through the ages leads to that mass medium brings out the newest culture—popular culture. For sports culture is a part of the popular culture, sports industry is developing with the impact of the mass medium and depending on it. Furthermore, mass medium promotes the formation of sport market, impacts the structure and relationship of sports industry and joins sports product, sports market and sports culture together into a huge sports industry chain. It is perceived that mass medium means importance to sports industry. Moreover, the effect of the mass media on the progress of sports industry also reflects that the sports industry depends on the propagation and guidance of the mass media. The sports media is carrying the double task to satisfy the command of national mental culture and promote the national economic development. The mass media has a supervision effect on the sports industry development, so it can lighten the right future path for the sports industry. The further relationship between sports industry and popular medium has been discussed in the third part, such as sports and sports industry being the special spreading media. It not only approaches objective existence for the medium property and feature, but also proves that sports industry is realistic media from two aspects: media resource and media carrier. On the other hand, mass mediumopens an insight window for sports industry so that it gives the clear expression to the complexity between sports management and media management. The most important thing is that the non-failed competitive spirit in the sports games and "no the most, but better"enterprises'spirit are identical with the sports medium's own special form. Moreover, sports industry exists the function and meaning that keeping watch on environment, getting in touch with society, transferring heritage and also is a kind of media resource and carrier such as Olympic games. Therefore, sports and sports industry nearly conform to almost properties that a medium should have and the definition that Mikeluham mentioned, "medium is the extension of the human's body". The thesis reaches the end that medium management is important when sports industry is joined in mass medium and gives the chance to develop together. To sum up, sports industry and mass medium earn profit from each other.