Study On The Interactive Relation Of The New Media And Sports Industry

The humanity's life and concept have been having the huge changes since the 21st century, the unique charm of sports catches the eyesight of numerous audience, the sports become an indispensable part of people's life, so it naturally becomes the modern media's essential dissemination source, the huge dissemination superiority of the new media makes it become the best partner of the sports industry. The new media has become one of the important pillars of sports industry; the sports occupy important position in the new media because of its social radiating power and the penetrating power. The union of the new media and sports industry is win-win relationship; both sides have obtained the huge benefit. They are not the relation of simply reporting and being reported, but the interactive relation of one kind of mutual promotion, close cooperation, communal development.The article analyzes the interactive relation of the new media and the sports industry in detail. Firstly, it analyzes the new media's promoting effect to the sports industry. The new media has shortened the distance between sports and society, enlarged the social coverage of sports, and accelerated the sports propagation speed. Through the new media's communication, the sports have got much better development. The new media adds an important income source for sports; the sports organization has created the large amount wealth for the sports by selling relay power, and so on. In addition, the enterprise's marketing activity which put advertisement into the new media has also stimulated the sporting goods consumption.Secondly, the article analyzes the sports industry's positive influence to the new media, the sports has been transmitted to the people's daily life through the new media, and the new media attracts numerous audiences. By communicating sports matches, the new media can raise the clicking ratio and the viewing ratio greatly; obtain a large amount of economic avails thereby. Facing the media market's intense competition, the new media must try its best on the content and the form, only do that, it will become eminent and attract audiences' attention. This action will urge the new media become more and more specialization. In addition, the audiences' demand becomes more and more diversified; it requests the new media unceasingly to renew the dissemination method, and imperceptibly impels the unceasing progress of the new media's dissemination technology. Finally, the article analyzes the negative influence which produced in the interactive process of the new media and the sports industry, it also suggests a solution. In the interactive process, their characteristics, such as commercial and material gain, appears gradually. Excessive commercial operation, one-sided pursuit of economy benefit, be short of sports humanity spirit publicizing, neglecting the humanity concern of the sports information dissemination, these are disadvantageous to their full scale development. Therefore, the two sides should enlarge propagating the sports humanity spirit in their interactive process, attach importance to the humanity concern of the sports information dissemination, and consolidate the economic efficiency and the social efficiency, form a kind of true benign interactive relation.