Symbiosis Of Sports And Mass Media In The Context Of Golobalization

Globalization refers both to the interaction of the global cultural, economic, politicalcontinuously strengthened, but also refers to a sense that the world as a whole continues todeepen. In the context of globalization, sports and mass media are things that have cultural,economic and political attributes. Cultural attribute of the sports performance in sports is ahuman creation activity, it is the epitome of the productivity and the development of society,as a cultural form sports have inheritance, times, nationality, cosmopolitan, class nature, at thesame time sports is the unity of matter and spirit. The economic attribute of the sportsperformance in the economy is the foundation of sports development, sports is the economicregulation tools, in addition to sports as an industry, is part of the market economy. Thepolitical attribute of sports performance in the political influence of sports, sports reflect andreaction to political. The mass media also has cultural property, it is mass culture gatekeeper,in its participation, the mass culture gradually showing the characteristics of themediumlization. Mass media is an important branch of modern industry, therefore it also haseconomic attribute. The development of mass media is subject to political, itreflected thepolitical and reacts to the politics, with a deep political mark. Culture, economy, politics, thethree common elements constitute a common living environment, and also have become thebasic condition of sports and the mass media symbiosis, in which culture is the internal causeof symbiosis, economy is symbiotic philosophy, politics is the key factor in symbiosis.In accordance with the symbiosis organization mode and behavior mode, symbiosis ofsports and mass media can be divided into intermittent symbiosis--asymmetrical mutualismsymbiosis, intermittent symbiosis--symmetry mutualism, continuous symbiosis--nonsymmetry mutualism, continuous symbiosis--symmetry mutualism symbiosis, symbioticintegration these5kinds of modes, different symbiosis models lead to different energy outputand distribution, and lead to differences in the development of symbiotic units. But in thesymbiotic relationship between sports and mass media, no matter what kind of symbiosismodes, symbiosis results are the mediumlization sports, It is one of forms of mediumlizationcultural, is a kind of information commodity, and also a kind of ideological characterization. In the symbiotic relationship between sports and mass media, symbiosis of sports and TVmedia is the most typical. As a representative of the globalnation of sports, symbioticrelationship of Olympic Games and TV media establish a global sports and globalization ofmass media model of symbiosis. Olympic Games and TV symbiosis not only accelerated theglobalization of sports, but also promote television globalization, not only promote thedevelopment of the global economy, but also a platform for global dialogue. Of course, theOlympic Games and TV symbiotic has also bring negative effect, such as increasing themedia competition, and led to Olympic TV broadcasting monopoly, the global spread oftelevision has led to the Olympic complex, so to objectively look at the symbiotic relationshipbetween sports and the mass media under the context of globalization, to take advantage andavoiding disadvantages as principle, looking for the countermeasures for the development ofthe globalization of sports and the globalization of television, to play mass media a positiverole in the process of sports globalization, make good use of the unique advantages of sportsin the process of media globalization, to adapt to the trend of globalization actively, toachieve the interaction development of sports and mass media, and to promote China’s sportsand media industry move forward.