Study On The Product Transformation Of Sports Communication In The New Media Age

Nowadays,the progress of science and technology has brought an unprecedented shocks and changes to the human society.Moreover,the advent of the era of new media that is supported by computer digital information technology and Internet technology has fundamentally changed the transmission mechanism and propagation pattern in the world.In this period that with the continuous fission of the global transmission media environment and ecology,both the governments,communication experts and all kinds of media organization and media people are sparing no effort to study and explore the new reform direction of media to make it adapt to the changing environment.For instance,the Prime Minister Keqiang Li proposed the "Internet +" action plan on the 12 th session of the third session of the National People's Congress in 2015.The third world internet conference with the topic that “Work together to build up a network space fate community” was held in Wuzhen,China,in November 2016.Meanwhile,the fourth national transmission strategy peak BBS was also held in Wuhan,China,in November 2016.Together,all these series of compact international and domestic high-level meetings provided a practical direction for the reform of the field of communication.Sports communication,as an important part of the communication system,was involved in the wave of reform without exception.In this study,the reform direction of sports communication was discussed from the perspective of the transition of product transmission in the new media era.There are five parts in this study: the first part,clarify the concept of sports communication products in the new media era from the theoretical level;the second part,sort out the historical evolution process of sports communication products with combination of historical facts through reviewing the literature and historical data;the thrid part,demonstrate the necessity of the transformation of sports communication products through analyzing the historical laws and new situation;the fourth part,analyze the specific cases to propose the feasible path of sports communication product transformation;the fifth part,summarize the main points of the study and forecast the future prospects of the transition of sports communication products.The innovation of this study is mainly embodied in two aspects: firstly,from the selection of topic and research object,this study combines the new changes in the new media era,and use the "Internet thinking" to discuss the information content and the change in carrier from of sports communication from the "user" point of view;secondly,from the research ideas and research results,this study demonstrates the strong impetus of the progress of science and technology to the transformation of sports communication products.