|（School of Physical Education，Nanjing Normal University，Nanjing 210046，China）
Abstract: Modern sports communication is a “twin-blade sword”. Its effects and reactions in social cultures show in its positive boosting functions on the advancement of social cultures on the one hand, and in its negative effects on the development of social cultures on the other hand. Reducing negative effects of modern sports communication depends not only on sports communicators and audience, but also on the assurance of policies, laws and technolo-gies as well as the joint advancement and efforts of the entire society.
Key words: modern sports communication；media；“twin-blade sword”