Study On The Development Of Sports Visual Culture

With the rapid development of mass media and technology, film theorists Balazspredicted that "visual culture" has become a reality. Sports as a special carrier body as socialactivity, showing a distinct visual perceptual characteristics. In the modern Olympic Games,for example, from the bid promo talking about, including the Olympic Games opening andclosing ceremonies, Olympic medals, mascot, emblem, flag, or a network television broadcastOlympic events, athletes and race footage clothing, etc., all are means of in the form of visualsymbols of the Olympic spirit will be presented to the audience. Nowadays, in the popularculture and consumerism fueled the visual characteristics of sports is to get unprecedentedperformance and development, modern sports truly entered the "era of visual culture." Sportsvisual culture can make physical activity display in the most direct and effective way, with theway of beauty and unity of body and mind to the audience to enlightenment, to meet thesensory and psychological needs of the audience. Meanwhile, the development of sportsvisual culture has also brought new challenges to the modern sport, and to study on thedevelopment of sports visual culture has become a hot topic today.In this paper, with the literature review, logical analysis, observation and other methods,on the basis of visual culture theory, to analysis the sports news, events broadcast and othercontent in networks, television, sports magazines and so on, summarize the status of today’ssports visual culture development, identify existing problems, aims to put forward specificproposals to promote the health development of the sports visual culture.The research shows that sports visual culture development plays an important role on thenational culture dissemination, socio-economic development and the harmonious societyconstruct. But the sports visual culture in the development of sports events have manyproblems, shows report content imbalance, referees and other related person moral anomie,report contents kitsch and so on. To construct a scientific p rational system of sports visualculture, media people should strengthen self-discipline awareness and social responsibility,audience should enhance visual literacy and cultural identity, sports man should enhance owncultural connotation and universal values.