The Present Condition And Development Of The Media Operation In Large-scale Sports Events Of China

The core production of sports events is supplying sports competition to the society. According to its periods, ceremonies and management, large-scale sports events basically consist of Olympic game, national games and world-class individual championships. Large-scale sports events have already been an indispensable role in all the strategies made by Chinese government since the21th century, while its success is inextricably linked with the city’s image. The sustaining growth of China’s GDP and unprecedented development of sports, to a large extent, push China to the international events successfully with increasingly number of events ran in international ideas and mature strategies.As Mr. Samaranch’s famous saying said:"media judges whether an Olympic game is successful", media is the key of large-scale events. That is to say, there will be no various kinds of large-scale events and huge benefits without media. With the increasing scale and stuff of events, the number of journalists is far more than that of athletes. To make a better environment for media to report news, the media operation emerged. Being a crucial part in running the large-scale events, media operation not only directly affects on the result of report and its spread with its quality and management, it is also one of the critical factor in judging the success of sports events.After Beijing Olympic, China has accumulated rich experience in hosting sports events as well as media operation. This study based on the method of documents, expert consultation, data analysis and induction, citing the systems theory and organizational communication theory, trying to set the time as the clue in analyzing the media operation in Guangzhou Asian Games, Nanjing Asian Youth games, The Eleventh National Games and Liaoning National Games, emphasizing the importance of the media in China’s sports events.However, many problems happened in the development of media operation in China. From the perfect Beijing Olympic game to the unprofessional Liaoning National game, media operation in China is on a tough way. Faced with the problems and deficiency in the media operation in practice, relevant improvements are put forward on the base of analyzing the source of problems.The operating mechanism in sports event not only has impact on the media’s assessment, even plays a crucial role in shaping the country’s image. Only by fully understanding the management and operation of sports event in practice and judging its advantages and disadvantages, the media operating mechanism in the future can be better and better in enhancing the function and effect of media services, which provides a valuable reference to the sports media operation in future.