| China sports lottery is known as the lifeline of sports, social career booster. The chest is widely used to support development of sports cause, supplementary social security fund, young students off-campus venues construction and maintenance, the Red Cross humanitarian aid, the cause of the disabled, education, urban and rural medical assistance, culture, poverty, and other aspects of legal aid. Sports lottery via mass media play a role, has far exceeded the sports lottery itself category. At present, in China’s mass media and sports lottery interaction has become a kind of social phenomenon, for both of them to seek more effective interaction is an inevitable trend, and will in practice plays an important role in. How to correctly deal with the interactive media sports lottery, sports lottery industry in China is in the process of a real problem that solves urgently. This research through the understanding of China’s sports lottery and the mass media is established in practice interactive relation, hold the two interaction mechanism and analysis of the impact of the two in the interaction are the main factors, put forward to enhance the sports lottery and the mass media interactive approaches, for the sports lottery and the mass media to provide interactive science the theoretical basis, deepen our knowledge of the interactions among the two practice of understanding, have important theoretical value and practical significance.Scientific theory research results can guide the correct things in process of development, the correct use of scientific theory can make the development of things to follow its own development law, research object of this article is the sports lottery and the mass media, the use of literature law, comparative study of law, logic reasoning and case study, the mass media, sports lottery and the interaction of the concept definition, that mass media has to coordinate social relations, to monitor social environment, cultural heritage, physical and mental adjustment, development economy five big function, television, newspapers, Internet and other media to the media should be tailored to each has its own merits., its own different characteristics to foster strengths and circumvent weaknesses, in order to better interact with sports lottery.This paper argues that the mass media and the sports lottery interaction has an important social value, the two have natural connection, interaction between the origin of long-standing, both and mutual influence, interactive development; sports lottery as the mass media provides a wealth of information resources, and to show its special charm, attracted a wide audience attention, promote the attention economic development; the pursuit of economic interests is the mass media and the sports lottery interaction inside drive force, are major determinants of two are needed to obtain funds for development, mass media and sports lottery is in such a benign and interactive process to achieve a win-win result. In the interaction of sports lottery, effectively promoted the development of mass media, as the mass media provides more and more abundant information resources, promote the improvement and development of television technology, increase the sports lottery reporters and editors of employment work, as the mass media brings considerable social benefits and economic benefits. Similarly, the mass media for the development of sport lottery has played an effective role of propaganda, for the healthy development of sports lottery to provide supervision of public opinion, foster the development of the sports lottery of intangible assets, to expand the sales of sports lottery market play a positive role in promoting.However, two in interaction also exists in the conflict, resulting in a wide range of issues, sports lottery operator issued its positioning, underground lottery, illegal betting phenomenon is serious, the media space is too small, the media legislation and market behavior is perfected urgently, media reports of single angle, too many negative reports, media personnel quality to be improved, spread false news, thus affecting the positive interaction between the two. Mass media and the sports lottery interaction between developmental trajectories in experienced a series of changes, finally should move toward the stage of rational development.Through the analysis, impact of China’s mass media and sports lottery interaction between each choice main factor has:sports lottery and the characteristics of the audience attention, sports lottery jackpot cumulative, sports lottery winner attraction, sports lottery humanistic environment; media authority, influence and circulation, mutual trust and cooperation relationship between sports lottery, overall planning and goal.Sports lottery industry and media industry in our country is the inevitable trend of market development, we have to actively respond to the interaction of the various problems that arise, fully aware of the importance of the two implementation is benign and interactive, face interaction in the conflicts and problems, the basis of mutual cooperation and strengthen academic cooperation, joint problem solving, to improve the effectiveness of interactive, can further promote the healthy development of the two, and effectively improve the mass media and the occupation football interactive total return, this paper puts forward the improving China’s mass media and sports lottery interaction effective ways:sports lottery should strive to improve their own quality, to further improve the cooperation mechanism and the media, the mass media should actively introducing advanced concepts, strengthen the supervision of public opinion, improve the television market, accelerate the progress of media law, regulate the media market behavior, improve the quality of personnel adhere to the news media, make a holiday, adhere to the correct direction of public opinion and mass media, mass media and sports lottery implementation is benign and interactive. |
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