Study On The Evolution Of Media Sports Under The New Media Context

In the period of social transformation,with the advancement of communication technology,the rise and popularity of new media have led to drastic changes in the transmission ecology and pattern,and information dissemination behavior has also changed,which specifically performs as the diversification of spreading elements,the shifting in the audience status,the complex and diverse environment of public opinion,and the deconstruction and fusion of values etc.In this context,media sports communication will undoubtedly need to re-examine itself to adapt to the development of the new communication pattern.Therefore,it is obviously important to study and sort out the phenomena of media sports transformation in the context of new media,and to find out problems and make suggestions.This article analyzes the events of the 2008 Olympic Games,the 2012 Olympic Games and the 2016 Olympic Games.Through abundant argumentation materials,the article finds that media sports haveundergone many changes in the channels of dissemination,modes of communication,content dissemination,value orientation,and distortion of propagation.Media sports communication channels and methods have been transformed from the traditional television media into the competing situation of the old and new media.The dissemination of content presents new features of diversification,living,and entertainment.The value orientation shows the characteristics of diluting the "gold medal theory",focusing on the Olympic spirit,and realizing the Olympic Games' practical value.In addition,the media sports communication also shows the phenomenon of pan-entertainment,"anti-gold medal theory," and audience-based enfeeblement,which obliges us to pay our attention.Media sports should take corresponding measures to cope with the problems in the process of communication,and promote the self-improvement and development of media sports in the context of new media.Media sports should innovate the new contents to meet new audiences.In addition,the value orientation of the media sports communication should return to the sports standard instead of bizarre and excessive entertainment.Particularly,the sports media should maintain the self-consciousness of spreading sports culture,and discard the communication principle of discrimination and supremacy of competitive principles.Furthermore,media sports should also protect the authenticity and objectivity of sports information at the same time,balancing theinformation dissemination among different sports areas,such as competitive sports,public sports,traditional sports,school sports etc.,making sure the healthy development of sports media.