"China Sports News" Analysis Of Media Construction Of Sports Betting Lottery During The "World Cup"

From December 26,2000,the Ministry of Finance officially issued a document allowing sports football lottery to be issued in some provinces in China.Until the2018 World Cup in Russia,the football sports lottery has undergone a total of five World Cup baptisms.The purchase of sports betting lottery with the World Cup as its core is no longer a purely speculative gambling activity.At the same time,reports of sports betting lottery have become an important part of the "media spectacle" during the World Cup.Under such spectacles,the problem of quiz activity surpassing the football game itself has become increasingly prominent,and the game itself shows the most valuable sportsmanship and sports culture have been marginalized.What we need to be more alert is that the media’s endowment of the meaning of quiz sports lottery during the World Cup essentially masks the essence of sports lottery as a speculative tool,so this article will start from the intersection of the first World Cup and quiz sports lottery,and study mainstream media "China Sports News" has given cultural significance to the sports lottery during the World Cup,and then study what kind of media image and social significance is constructed under the cultural significance of mainstream media."China Sports News" is the only daily sports newspaper in the country under the supervision of the State General Administration of Sports.Therefore,this article selects the China Sports Daily ’s coverage of sports betting lottery during the2002-2018 World Cup as a research sample,analyzes and explores the media image of the sports betting lottery between 2002 and 2018,and the Chinese sports betting culture Construction and evolution process.Through research,it was found that the media image of the quiz sports lottery during the World Cup started from the early gambling tools of “great wealth imagination”,then to social popular culture,and now to the “public welfare” image of campus football supporters.Behind the image is a sports culture constructed from different social backgrounds and policy requirements.During the World Cup,the sports lottery culture was continuously deconstructed and then reconstructed during the carnival.On the surface,the sports lottery culture gradually returned to rationality during such deconstruction and reconstruction,but it actually covered up the nature of sports lottery speculation.In order to truly establish a healthy and rational sports lottery culture,the media still needs to take advantage of the purchase craze of the World Cup to better promote football and build a sports culture with football culture as the core.