| Traditional print media in the new media under the impact of living environment is becoming more and more bad,the represented tennis magazine of Tennis and Tennis Masters have disappeared from public view,under the background of China’s tennis popularity is not high,professional tennis magazine’s survival difficult,but as our professional tennis magazine tennis world of flags,since founded in 1993,standing in more than 20 years,from the perspective of communication studies,the development of the tennis world make people ponder and explore.In this paper Tennis World for 60 magazine in 2014-2018 as research samples,through the literature material method,interview method,content analysis,mathematical statistics method,case study method,etc.from the communication perspective,with its basic overview,content,characteristics,communication effect and revelatory analyze interpretation as the research object,explore Tennis World for print development,so as to provide reference for the sustainable development of our country tennis magazine.The following analysis are drawn:First,the basic overview of Tennis World communication perspective analysis:Tennis World should the need arises at the historic moment of the times,to "serve the cause of tennis,for tennis enthusiasts service " for the purpose of the founded,audience to men and women,old and young,propaganda range coverage of international events and events all over the country,distribution range,is the longest survival time,save the most complete domestic tennis professional magazine.Secondly,the analysis of the characteristics of the content of Tennis World": 1.In terms of the communication content,Tennis World aims to popularize and promote tennis with the purpose of service and communication.2.The main body of communication is professional journalists,supplemented by non-professional journalists and reprinted in foreign languages,fully reflecting the "blooming flowers"of the main body of communication;3.In terms of visual symbols,communication forms use a variety of symbol combination types,text and graphics combination,supplemented by other elements,to bring readers reading pleasure and enjoyment;4.In the advertising communication,there are various types of commodities,the target population is clear,the advertising effect is mainly to stimulate consumption,and the purpose of public communication is to put service first and popularize.Third,communication effect analysis of Tennis World: self assessment – 1.the evaluation of the China sports newspaper: since Tennis World founded,dedicated to the popularization and promotion of the development of Chinese tennis,adhered to the popularization and promotion,"spread" the idea of serving the tennis enthusiasts,is spreading tennis culture,important platform to promote the development of Chinese tennis;2.Tennis world magazine has established the "three most" in China: the most authoritative,the most professional and the longest.Other evaluation-through interviews and statistics of the evaluation of relevant experts,to Tennis World to form a consensus and affirmation.Fourth,revelatory analysis of Tennis World : 1.Compared with Tennis and Tennis Master,it has a strong background;2.The communication content shall serve the development of the national tennis cause;3.Actively cater to consumer demand and explore multi-channel operation;4.Pay attention to the quality of content,establish a good image.The research conclusion is summarized as follows: 1.Establish a strong support guarantee;2.Explore entertainment and academic fields;3.Paper collection has profound significance;4.Play the "joint and several" effect;5.Targeted reader positioning. |
