An Approach To Some Tendencies In The Communication Of Sports News Through The Mass Media

From the day when the Olympic Games were held in the ancient Greece to the coming Beijing 2008 Olympic Games, athletic sports have always been important esthetic activities of culture in the human society since the ancient times. During the development course of sports, the mass media have helped improve the vigor of athletic sports and the communication of sports news has reached the unprecedentedly prosperous time for the mass media. The combination of sports and the media have constructed a line of the brilliant sight in the field of communication. During the vicissitudes of the society, multi-functions such as politics, economy, entertainment, culture and education have appeared which have great influence on the progress and development of the society.The "alliance" of the media and sports is just like a "double-blade sword". It not only brings rich sports news for the mass audience but also brings a lot of unfavorable information. We applaud the prosperous development of sports news, and at the same time we have to clearly notice that there are some tendencies which cannot be ignored in the field of sports media. The development of the times asks for the study and evaluation for the sports news through the mass media.The present study originated from the call of the practice, trying to base on the combination of sociology, communication theories, cognitive psychology as well as physical theories and research achievements. Through quantizing materials and studying the content, some tendencies existing in the communication of sports news through the mass media are to be analyzed, the cause of which is to be probed into from the multi-dimensional perspective. And furthermore, the present study will go on to think and explore constructive opinions of avoiding tendencies in the communication of sports news.This thesis falls into four parts. In the first part, it mainly elaborates systematically the study significance and methods according to the contemporary research context and the real demand. The second part is the beginning of the main body. It begins with definition of the mass media and sports news. Combining with the practical situation in various kinds of media, it goes on to expound the tendencies of sports news communication through the mass sports media, studying the communication reality from the view of keeping the healthy sports development. These tendencies mainly include the following three aspects: firstly, the tendency of "emphasizing entertainment, slighting guidance" exists in the making of sports programs through the mass media; secondly, the tendency of "emphasizing competition, slighting body-building" exists in the content of sports reports through the mass media; thirdly, the tendency of "emphasizing stars, slighting participators" exists in the selection of reported objects. The third part goes deep to analyze the cause of misunderstanding in the mass sports communication from the theory of several subjects such as communication theories, sociology, etc. In the fourth part, some suggestions of avoiding tendencies in the communication of sports news through the mass media are given from the aspects of ethic morality, law construction, quality education, etc.The innovation of the present study lies in the point that it studies the mass sports media from the view of the healthy development of sports business and employs for reference the theory of "agenda setup" in mass communication theories as well as the relevant theories of cognitive psychology which divides the communication course into "objective reality—medium reality—psychological reality", demonstrating and clarifying the existing deficiency in the sports news communication through the mass media, then putting forward to some pertinent suggestions.. This offers theoretical supports for realizing the "mutual profit" among the mass media, sports business and the mass audience.