The Mutual Influence Of China's Print Media And Sport Development

Today,with the rapid development of China's competitive sports, competitive sports has reached an unprecedented level. Competitive sports is no longer only a small number of people concerned about, but gradually moving towards marketization and industrialization, its significance has far exceeded its own. At the same time, economic development and social progress have brought prosperity to the media cause. Print media as an important branch of mass media, play an important role in modern China. The two social issues under the big background, have inextricably interacted so much to each other .In this paper,with the literature survey, interviews, logical analysis to research and analyse the relationship between positive and negative impact of print media and competitive sports. The results show that: the impact of print media for competitive sports reports, expanding the influence of competitive sports, attracting more and more audience attention to competitive sports, and facilitating the development of competitive sports. (1) print media promotes the dissemination of the Olympic spirit. (2) print media speed up the process of China competitive sports industry. (3)supervise the competitive sports environment of China. (4)emphasize functions of relaxation and leisure,bring more people into competitive sports. (5) print media narrow the distance between competitive sports and common mass. Meantime, the commercialization of the print media has also cast a shadow over the competitive sports. Untrue reports, over-exaggerated rendering, and utility of public opinion guidance,make the loss of the fair and just in competitive sports. (1) the contradiction between media "for social justice" with its status and"profit- maximized"demand. (2) " gold medal-oriented" values. (3) print media deteriorate the development uneven situation of competitive sports. On the other hand, competitive sports also show the direction for the development of print media. Print media take full advantage of the high- concern of competitive sports to attract more readers to buy, bring more economic benefits of advertisement.Bring a two-win situation for its own and competitive sports development.For the interaction and positive - negative effects between print media and competitive sports put forth that the print media should exercise self-descipine: (1) print media should be concerned about their educational function, improve the cultural quality. (2) follow the real, objective, in principle, plan for the sports news. (3) for different audience. (4) strengthen social responsible sense. (5) encourage the legitimate needs of the audience. In the new social conditions, competitive sports should also be conducted to re-build the spirit of sports. Hope that the above proposals able to facilitate the competitive sports and print media to develop healthily.