The Development And Changes Of Characteristics In The Comprehensive Mass Sports Magazine

The Chinese sports magazine which has large audience and that is easy to be stored. It isa kind of important paper-based media in the history. In China it together with Chinese sportsappeared in Chinese journals occupies an important position in the history of Chinese modernand contemporary development of periodicals. After the founding of new China, Chinesesports undertakings gradually grow and develop. Sports magazines also gained rapiddevelopment. Since the reform and opening up, the sports magazine has been embarked onthe track of the marketing operation. Its development ran into a difficult transitional period.In this paper, I choose "New sports","Sports","Sports Illustrated" as the object of studyand select the part of the three magazines from2006to2011. Use the literature, case analysisand logical analysis and other research methods to discuss. Findings that:In recent years, as for the perspective of the picture from the sports magazine, thepicture production in the form of the magazine cover has become more and more abundant. Itincreasingly diversified selections of the picture materials of the magazine cover, while it stillbased on super sports stars, hot figures and the event with a long history, but it began toincrease the works out of several traditional selection areas. As for the picture for theproduction of the magazine’s contents, the connotation of the picture is more abundant. Thecombination of pictures and text are more delicate. It began cooperate with overseas media forpictures or buy a large amount of money from abroad.From the point of view of the reported content of the magazine, the reports arecontinuously expanding. The columns are innovated. And the reports are reported greaterdeeply and widely. The reported perspectives are full of more humane care. The reportingstyle is more diverse.In addition, the special issues of the sports magazine began to increase. The mass sportshave been received increasing attention in the sports reports. The new sports magazines, theelectronic journals or the online editions of the journal appeared. Some new sports-relatedindustrial products enter the context of the sports magazine reports.These changes make the comprehensive mass sports magazine have been furtherimproved in improving the quality of the magazine, clearing the magazine setting,strengthening marketing and so on. These changes allow us to more profoundly understandthe sports culture. Our understanding of the physical meaning is purer. In a more profoundsense, these new features in sports magazines are shaping the concept of people’s lives,interfering with people’s aesthetic tastes, creating a sunny, healthy and "Sports is life" socialbehavior.