The Research Of Sports Illustrated With The Perspective Of Reception Aesthetics

Sports Illustrated with a history of52years landed in China and published a Chineseversion of the Sports Illustrated in september,2006. Its appearance brings a huge shock tosports journals market in China. Since it started, the sports illustrated has been captured thetop place of the mass sports journals market in China by its stable sales. What does it brings tothe audience is the most essential and abundant analysis with unique standard, vision andthinking. How does the comprehensive mass sports journals develop under the fierce competition inthe media markets in the future? There is no doubt that the appearance and success of thesports illustrated arouse and inspire the development of comprehensive mass sports journals.Reception aesthetics is a key subject that researches on readers and their readingactivities, which emphasizes and values the central position of readers in the whole literaryactivities. It not only can be applied to narrow sense of literature and art, but also to all thetexts ‘as information carrier of the symbol code’. So reception aesthetics proves thefeasibility on the mass sports journals research theoretically.This paper takes a new innovative perspective of the study the mass sports journals. Itanalyses the development situation deeply by documentation method, content analysis,comparative analysis and data statistics under the perspective of the theory of receptionaesthetics, works and creation. The main conclusion of being successful through analysing isthat seizing the audience’s expectation horizon, catering to the reading fore—structure ofaudience, valuing the essence and nature of news work,mobilizing audience to recreate fullyand following the implied readers in order to enlighten the further development of thecomprehensive mass sports in China.At the same time, there exists deficiency of the sports illustrated: less cover design andchanges relatively, the imperfection of the marketing channel, slightly thin organizationstructure of editorial team. There are some solutions and suggestions aming to deal with theproblems: mixing with more elements in the cover design, expanding sales channels,improving sales system and increasing the number of people in he editorial team in order tomake the sports illustrated develop better in the future.