Research On The Media Of Chinese Modern Times Basketball

Cultural dissemination is one of the important forces driving social progress,and the media is an important carrier of cultural dissemination.Modern sports originated in the West,carrying Western ideologies and values,and is also an important way to spread Western culture.At the end of the 19th century,basketball was introduced to China and developed rapidly in just a few decades.Modern Chinese basketball not only enjoyed praise in East Asia and Southeast Asia,but also participated in the 1936 Berlin Olympics and the 1948 London Olympics as a team.The rapid dissemination and development of modern Chinese basketball is closely related to its media.For example,the famous basketball textbook "Basketball Techniques",which was republished in modern China,spread the basic theory and movement techniques of basketball to the Chinese people,providing scientific guidance for them to learn this Western sports sport.Its influence is still enduring to this day.Therefore,this article aims to take the "Communication Media" as the research perspective,based on the "5W Model" and "PEST Macroenvironmental Analysis Model" in communication studies,and use research methods such as historical research,literature review,and logical analysis to comprehensively analyze the development and changes of modern Chinese basketball broadcasting media,their motivations,the main forms and characteristics of their communication media,and on this basis,evaluate the historical value of their communication media,It is expected to be beneficial to the study of the history of communication of modern Chinese basketball,and also to provide some historical references for the dissemination of other sports within and outside the region.The development period of modern Chinese basketball communication media was from 1895 to 1949.Based on the background of the times and the iconic events of modern Chinese sports,the development process of modern Chinese basketball communication media can be divided into three stages:(1)slow development stage(1895-1919):the communication media has a single form and limited function,mainly characterized by a single form of language media dissemination;(2)The heyday of development(1919-1937):the forms of communication media are diversified and cooperate with each other,with the main characteristics of language media,text media and video media complementing each other and communicating together;(3)Stagnant development stage(1937-1949):The form of communication media is stable and under impact,with three types of media forms falling into stagnation or even regression as the main characteristics.The development and changes of modern Chinese basketball communication media are mainly influenced by the external objective environment.According to the PEST macro environment analysis model,it is believed that the "four factors" of political environment,economic environment,scientific and technological environment,and sports cultural environment are the main driving forces for the development and transformation of modern Chinese basketball communication media.The political environment is the prerequisite for studying communication media,the economic environment is the foundation for studying communication media,the scientific and technological environment is the material guarantee for studying communication media,and the sports cultural environment is the driving force for studying communication media.(1)Slow development stage:Four factors gradually emerged,jointly promoting the development of modern Chinese basketball communication media.(2)The heyday of development:All four factors have achieved rapid and positive development,and have also ushered in the golden period of modern Chinese social development,thus playing a crucial role in promoting the development of modern Chinese basketball media.(3)Stagnant development stage:Political,economic,and scientific and technological environmental factors greatly limit the further development of modern Chinese basketball communication media.However,sports cultural environmental factors still have a certain driving effect due to inertia,but overall,they have led to the stagnation of the development of communication media.There are three main forms of communication media for modern Chinese basketball:language media,written media,and visual media.(1)Language medium,Including body language and oral language.The advantages of language media are immediacy and intuitiveness;The disadvantage is high threshold and limited audience.(2)Text media,Including newspapers and books.The advantages of text media are low cost and easy preservation;The disadvantage is long periodicity and poor timeliness.(3)Image media,Including movies and pictures.The advantages of image media are intuitive,concrete,and highly infectious;The disadvantage is that the price is expensive and the quantity is scarce.The three forms of communication media are not single or isolated,but interrelated and complementary to each other.They have their own unique advantages and disadvantages.In the process of spreading modern Chinese basketball,they cooperate and complement each other,jointly promoting the dissemination and development of modern Chinese basketball.The historical value of modern Chinese basketball communication media includes:(1)expanding the way and space people perceive basketball.(2)A mechanism of interaction and coordination between different media has been formed.(3)Created a comprehensive model of communication media based on core organizations and well-known figures.(4)It has promoted the cultivation of "civic literacy" among Chinese people in modem basketball.