The Research Of Sport Creative Industry Based On Mass Communication

At the age of mass communication, knowledge economy develops rapidly; mass media industry has become a combination of a variety of industries. Among sports industry, sports creative industry will be an important growth point. In mass communication, the application of new new media provides a brand-new platform and development space for the development of sports creative industry to a large extent.From the perspective of mass communication, this article deconstructs the relationship between sports media industry and sport creative industry. By research methods which include literature and case analysis, this article analyzes the basic concepts of sports creative industry, as well as its industrial features in new new media environment. Through case analysis and discussion, the thesis aims at guide the development of sports creative industry and provides a new angle of view.The research shows that from participants, content information, and mode to industry chain, sports creative industry achieves the extension and development of sports communication industry. At the same time, against the mass media environment, sports creative industry achieves industry integration; and owns a unique low-input, high-output, environmentally-friendly and high-efficient features. Based on network of authorized Olympic broadcast rights and real sports games-Fantasy Sports and the case of ESPN customized content pages, the thesis makes a specific research and analysis on sports creative industry in the new new media environment.