China's Social Transformation Of Sports Media Phenomenon Resolution

Physical education is one kind of social culture phenomenon. Like any other cultural shape, its survival and development needs the media dissemination, especially in the mass media dissemination time. Physical education's dissemination and development can't get away from the media, nether is the media. Through the media channel, physical education is transported to our daily life, no matter far or near. At the same time, the media draws our uncountable eyeballs with the help of the charm of physical education. However, along with continuously evolving of their relationship, news dissemination of physical education has already expressed a new characteristic: media--physical education phenomenon.Media-physical education means that the image and information of physical education phenomenon is chosen for the media physical education work: the sports news, the sports commentary, the sports topic, the broadcast, the live broadcast of sports competition, the television sporting magazine column, the sports documentary film and the sports advertisement and so on. In short, some physical education images and information are transformed as the media text process, namely media-physical education. This process manifests that when physical education is disseminated through media, its dependence and compromise of the media characteristics is appeared. Through the media, physical education presents: the tournament turns, the sign turn, the elite turn, the star turn, the amusement turn, the drama turn, the man turn, the violent turn, the rites turn, the globalization turn and so on.. Media-physical education phenomenon is the extreme performance shape of the relationship between physical education and the media. Media-physical education phenomenon is the historical necessity in the commercialization background. Media-physical education phenomenon has produced some positive results. But media-physical education stands for the interest of the media commercialization, the sports outstanding persons and the sports commercialization. That has violated the spirit of social responsibility and has caused sports rewriting and the unusual condition of physical education in social beneficial results.The literature material, the dissemination elementary theory, the method of inspection and the logical analytic method are all used in this paper to analyze and research the media physical education dissemination in social transition period. The concept of media-physical education is proposed. The origin of media-physical is analyzed. The positive and the negative of media physical education dissemination are pointed out. The theory basis is provided to improve our country's media sports dissemination in this paper.