| In today’s era of the knowledge economy, the mass media has become the influence andpromoting sports events of the first pillar. Mass media with its speed, wide range ofadvantages become influence public life most quickly, the most direct means of mass media,it is due to the intervention, the sport attracted much attention of the various projects deliveredto thousands of households. The basic characteristics of modern sports such as socialization,industrialization, entertainment, globalization and so on, are associated with the developmentof mass media is closely related to. In humans after entering the information age, mass mediais highly involved in promoting modern sports events to the occupation, commercialdevelopment.sports with its unique charm attracts tens of millions of audience, come verynaturally to become the modern media is an indispensable source of communication, promotethe development of the cause of the mass media. Mass media and sports have more thansimple reports and reports of the relationship, but the formation of mutual dependence, mutualpenetration of interactive relationship.Through in-depth analysis of sports and mass media interactive phenomena, are foundout to realize the two win-win basis: the mass media and sports there is inevitable connectionbetween, the existence of common, as sports itself advantage, mass media is particularlyfavored sports events. On the basis of this, the two achieved a win-win situation: mass mediato promote the sports competition system reform, promoting sports optimize allocation ofresources, at the same time supervision sports moral behavior; sports events in the massmedia under the intervention, on television, newspaper, broadcast, network development alsoplayed a certain degree of stimulative effect.Although the mass media and sports events are combined with each other, a symbioticwin-win after decades, has achieved great progress, obtained great progress, but, in gratifyingachievements behind also exposed many problems. Mass media in somewhere extent causedby sports unbalanced development, contrary to the essence of sports spirit, excessiveintervention effects of sports, sports and the sports healthy development of sports events;audience resources led to the media lack of sense of social responsibility, thus weakening themass media credibility.Finally, how to make the interaction between the two to achieve greater benefit, putforward some constructive suggestions. The media should raise employee occupationaccomplishment, vigorously carry forward the sports humanistic spirit, all-round, balancedcoverage of various sports programs, improve packaging production level to enhanceornamental, avoiding excessive pursuit of commercial interests phenomenon, sports organizershould constantly improve the level of exercise and game level, make the social benefit andeconomic benefit to pay equal attention to, use of the mass media the role of supervision bypublic opinion. |
