| "Communication"was born when human ancestor sent the first message to his/her partners,and nowadays communication could be noticed in social community as well as animal world. As a form of realization of physical strength,sport is one of the oldest human activities,and as a part of human aesthetic and cultural activities,it has the basic social properties and features of information transmission. With the development of world athletic competition,sport witnessed the transition of media from paper to radio and television. It is going to see more of the transition from traditional media to the Internet and mobile phone network. Digitalization will bring far-reaching influence to modern sports news report which grows to be more mature with the promotions of information technology.Every medium has its rules. This paper studies the differences between traditional media (print and electric) and new media (represented by the Internet) and gives a direction for the development of print & electric and new media in future,covering the transformation of print media,"marriage"of electric and new media,and new media as a leader in the"consolidation"in sports news coverage.Presently,studies on sports news are mainly conducted in the framework of a single media. Comparative studies of multiple media are rare and"horizontal"and"lateral"studies are not common. This paper aims to embark on a new study mode by putting print,electric and Internet under microscope, and to extend the depth and breadth of sports news coverage by different media.This paper contains four parts. Chapter 1 and 2 present an introduction and background review of different media. As the core of the paper,Chapter 3 and 4 give a systematic and analytical comparison.Chapter 1 briefly introduces the topic of sport and sports news report,generally presenting essence of sports news report and its development,key features and cultural content. In 21st century,sport is omnipresent,and sports news is the favorite of all media. Sports news report does not just stand out alone with distinct features from other news categories,but has its own cultural contents and values.Chapter 2 focuses on the media form , chiefly introducing the characteristics of various media in sports news report. In history,human communication transformed from oral,written communication to print, electric communication,and to Internet and mobile phone communication. Every update is a promotion for human communication development and the progress in media form is representative of that in human communication activities. Chapter 2 deals with the features of newspaper,radio, television and the Internet and their roles in sports news report.Chapter 3 begins with differences in headlines,information content and target audience between two major traditional media of print and electric in sports news report. An SWOT analysis leads to the conclusion that either medium has its own strengths. On the other hand,however, television has advantages over print media for it has visual communication. The advantages of television in art,entertainment and audience size can be seen in the three representative sports programs:documentary,special report,and talk show.In chapter 4"new media"is introduced and comparison between traditional media and new media is made. As science and technology grow and our society progresses,some revolutionary and relatively new media will emerge. And naturally,new media has an upper hand over traditional media has special features which give it even sharper edges in sports report. This chapter starts with the efforts,print media are making to stay above water,from electronic version and special issue of sport magazines to consolidation with Internet services to make up for its flaws. Then it proceeds to co-existence and mutual promotion of traditional electronic media and new media. Internet media grow more powerful owing to exclusive podcast and exclusive interview of portal websites. Mobile phone media and interactive online TV enjoy popularity among users. All these put new media even ahead. As every coin has two sides,new media has its weaknesses. In this chapter,the writer advances the development strategy for new media:seeking greater breakthroughs in hardware technology,going into depth in coverage,building knockout products and strengthening oversight mechanism. In the fourth part, the author not only explored the relationship between the development of media forms and sports reports, but also studied reasoningly on the unity of opposites in media contacts and phyzical nature. In conclusion,traditional media and new media will stay in and feed itself on competition and coexistence.After comparing differences between traditional media and differences between traditional media and new media,this paper comes to the conclusion that print media have to reorient with transformation and to reconstruct with destruction,that consolidation between television and new media will be inevitable,and that TV network,the Internet and mobile phone network will mix into one super net where new media will play the role of leadership in sports news report. Differences can not be erased without a careful study of them. A totally new and superior sports news medium will be born after the consolidation of traditional media and new media. |
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