| （1.Editorial Office，Shanghai University of Sport，Shanghai 200438，China；2.School of Communication and Foreign Language，Shanghai University of Sport，Shanghai 200438，China） Abstract: Based on the theory of the media ecosystem, coupled with the opinions and suggestions of related ex-perts, the authors divided factors affecting the media communication effect of major sports games into macroscopic, medium-scopic and microscopic levels. At the macroscopic level, the sports management systems and running mechanisms as well as news communication management systems and running mechanisms of China provide insti-tutional environments for the media communication of major sports games, their related institutional designs overall affect the media communication effect of major sports games. At the medium-scopic level, such factors as the credi-bility of sports media, the competitive performance of major sports games, the degree of harmony of the relationship between the communication subjects of major sports games, the conflicts and complementation between different mass media forms in communicating major sports games etc, affect the media communication effect of major sports games from different perspectives. At the microscopic level, the media qualities of media communication profes-sionals of sports games, the target orientation of media communication of sports games, the contents of media communication of sports games, the media qualities and sports game references of the audience etc, determine the degree of realization of the media communication effect of major sports games.
Key words: sport communication；major sports game；media communication effect；media ecosystem |
