| The United States is powerful in media, especially in the magazine industry. Chinese sports magazines which is in transition, could use the development experience of American magazines for a reference. American sports magazine "Sports Illustrated" has more than 50 years of history and experience, whose circulation is larger than any other sports magazine all over the world. Its traditional long descriptive reports, and pictures with highly visual impact, outstand in the U.S. sports magazines.In China, there is a wide range of sports magazines at present, but there is no comprehensive sports magazine is so strong and dominated as Sports Illustrated. After Beijing Olympics, the development of comprehensive sports magazines in China is an urgent problem. Firstly, the thesis analyses the history and status quo of Chinese and U. S. sports magazines, then uses literature, text analysis, experts interviews and case studies and other research methods to compare the representation, business models and deep values of Sports Illustrated and All Sports, which are chosen as the models for comprehensive sports magazines of both countries. The results show that, as for representation, different patterns reflect different positioning of magazines; as for business model, the differences between news systems of the countries cause differences in the development of sports magazines; as for value, the differences between the mainstream values influence the positioning of two sports magazines.It is suggested that, Chinese comprehensive sports magazines should learn from the advanced experience of the U. S. sports magazines, position accurately, and establish their own brands; go through the institutional reform, combined with China's reality, establish media groups, and launch an interactive multimedia collaboration to enhance the strength which will contribute a suitable development method. |
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