| （1.School of Phoenix Communication，Soochow University，Suzhou 215021，China；2.School of Physical Education and Sports，Soochow University，Suzhou 215021，China） Abstract: Since 1949, the perspective of sports news reporting in China has been closely related to political propa-ganda, economic system reform, consumer’s consumption conceptions, sports media industry, and the competition between globalizing sports media. The management system of “institution or enterprise governed operation” of me-dia and the domestic reporting of transnational media works that started in 1978 have caused the transition of the perspective of sports news reporting in China from “sports promotion” to “sports news”; in the mid 1990s, with the gradual development of media technology, and the expansion of sales channels for media products, from the per-spective of “entertainment orientated” reporting, sports news in China fully satisfied the consumption psychology of sports consumers, playing in important role in the development of the sports media industry; in the post Olympic communication era, in order to highlight the social responsibility of sports media, to guide the consumption psy-chology of sports consumers in a benign way, and to realize the need of sports media in China for internationalized competition, sports news reporting in China should highlight the occupational conscience of sports news reporters from the perspective of “social responsibility”.
Key words: sports news；new reform；perspective of reporting；China |
