On The Development Of The Relationship Between The Media And Sports Industry

Only through the study of social and cultural elements in sports entering into broadcasting field, can we know the reasons to influence the development of sports. Among the reasons, the function of mass media, taking use of media to develop sports, dealing with the relationship between sports and mass media and the influence to sports industry are the key questions in this thesis.The sports industry has contacts with different fields of politics economic culture in the whole society as a kind of complicated culture phenomenon of human society. The sports industry has its unique function in nowadays society to influence each field of the society, in the meantime being influenced by many kinds of factors, such as society and politics, economy, public opinion environment, etc.The media has already become the main pillar to drive the sports industry gradually. In recent years, medias have strengthened the propaganda of the athletic competition market. On the one hand, a large amount of foreign sports program is introduced, especially the various kinds of professional competitions to make the audience see various kinds of benefits brought from professional match, causing the good social environment of reform. On the other hand, propagate our country's great break-through in system reform of the athletic competition energetically to drive the opening of the athletic competition market. The media has already become one of the important way to transmit information, influence the public life. In the era of knowledge-driven economy, the relation between the media and sports industry is closer and closer, they support and cooperate each other and take risk , share interest altogether.In the boundless universe, all living things are the content and target of the dissemination of news. Among them, the spread of sports news is favored by the media day by day. It has been already so steady as to occupy one seat in all kinds of medias, becoming the indispensable content in human life. Since the sports activity is a kind of mass social cultural activity, it certainly has contact with mass media. Sports can not do without mass media, neither can mass media. The more developed the society is, the closer the relation between sports and mass media is.Mass media and sports industry have developed the indissoluble bound. Only by supporting each other can they accomplish risk and share interest altogether to make China Sports move to maturity progressively and enter the benign cycle period. They can not develop into a brand-new stage until that time.China would hold the Beijing Olympics in 2008, the common development of mass media and sports industry is the new subject of 21st century. Mass media will totally be integrated with the sports industry finally. This could accord with the objective economic law, the operation mode of the industry and the request of market economy to accept the challenge to develop the sports industry at a high speed in era of knowledge-driven economy of 21st century.