Research On The Sports Culture Communication Of Infotainment In Shaanxi

With the development of society, improvement of living standard and exciting results of Beijing Olympics, the national awareness of sports culture constantly improving. Nowadays sports media develops rapidly, sports culture diffusion, functioning as the bridge between sports and media development and its effect can not be neglected. Audiences know sports, recognize and enjoy sports under the effect of entertainment of sports culture. However, under the motivation of market economy, some main sports media exaggerate the facts in order to pursuit of the main selling points. Part of the contents are so vulgar, low-level-oriented and distort the significance of communication of sports entertainment,all this affects understanding level of sports culture of audiences. Although the mass media of our city develops to a certain trend, a big gap exists compared with developed region of sports culture. This paper studies progressiveness and rationality of entertainment of sports news from a multidisciplinary perspective in order to avoid entertainment develops toward vulgarization way, promote "healthy entertainment" and try to insure sports and mass culture can be well disseminated, popularization and promotion of the work is very important.In this paper, physical education and health channels of Shaanxi Province, such as:"Huashang News""Xi'an evening paper""Sanqin City paper"and so on are studied, compared with some national and international media,by analyzing problems on contents of all those media to try to find the reasons and propose countermeasure to development of entertainment of sports culture diffusion in Shaanxi. In this paper the literature review,comparative method, as well as visiting method are mainly used, finding that problems are: localization level is not enough, less innovative degree and cooperation, local resources is not fully utilized, pan-entertainment phenomenon remains a serious issue.Analysis and discussion on current situation of entertainment of sports culture diffusion in Shaanxi, the countermeasures are as follows: improving the quality of programs according to our local specialties, fine sports report should be made, strengthening journalistic professionalism, entertainment and depth of coverage should be combined, suiting sports cultural transmission to the audiences; using influence of sports stars effectively, at the same time paying attention to humanistic care;sports culture communication should develop in a business model, enlarging scale of mass sports and making a win-win between cities and rural areas; seeking strong cooperation among all media.