Study on the Strategies of Sports News Reports from the Perspective of Media Pos

Abstract. In the last century， along with the constant rising of various cultures， postmodernism as an emerging cultural field was born in this environment. Therefore， postmodernism gradually appeared at the important cultural stage of the western society because of its unique characteristics and different attitudes； its influence was unprecedented， and also it was expanded to all fields. In the meantime， at the end of the last century， the most popular mass culture， because of its unique marketing idea， exerted an imagined influence on sports news. Namely， the consumption mechanism of sports news was changed from the specialization of original consumption groups to mass consumption. However， this was just in the transformation period of China's economic structure， but also kept consistent with postmodernism. Thus， different mechanism promoted sports news to present the open and diversified characteristics of postmodernism. In this paper， through the discussion on the media change under the influence of postmodernism and the combination with the demands of audiences in the transformation period of China's social economy， the postmodernism-oriented strategic changes of sports reports are introduced， for the purpose of making an in-depth discussion on sports news culture.

Key words： Media； Postmodernism； Sports News； Reporting Strategies

Postmodernism is a certain concept difficult to be defined theoretically. This is because the major theorists of postmodernism were opposed to define or standardize its doctrines with all kinds of conventional forms.

Since 1990， China underwent a transformation process from the planned economy to the market economic structure and involved the field of sports. Thus， the consumption mechanism of sports news is promoted to focus on the public， and also report ideas and strategies develop toward the unprecedentedly open and diversified postmodernism. The post-modern change of media owns not only reasonable and positive factors， but also negative and extreme factors.

1.Interpretation on Postmodernism from Cultural Background and Essence

1.1 New Trend—How Did Postmodernism Emerge

The golden age of postmodernism was 1970s～1980s， and the different ideologies in different areas had been interpreted by it relying on unique reverse thinking. However， in this period， the western countries were in the post-industrial age， and different cultural background had promoted it to produce an alternative interpretation on the society of the western world. Generally speaking， the generation of a new culture is criticism and improvement on the former cultures. However， this criticism is originated from different social background. Besides， the constant changing of the society of the western world was also a very important reason for the rise of postmodernism. The United States was the first country to step into postmodernism. New culture emerged， mass culture was constantly accepted by people， and the elite culture in the past was constantly replaced. Thus， mass culture changed into the leading culture in that social background.

1.2 Definition of Postmodernism

Postmodernism is a specific word and emerged in the 1970s. So far， there have been an accurate definition and a complete and non-ambiguous explanation made by a school on this word. For a very long time， postmodernism is a word that is highly controversial among people. In the ideological schools， no a unified theory has been produced for postmodernism. There have been a great number of theories for postmodernism， but these theories are not consistent and can produce ambiguities in a certain sense. In other words， the commonly-discussed postmodernism refers to the carrier blending many thoughts， ideas， and tendencies that can't be mutually integrated. However， in terms of cultural reference， it was born from the modern western culture first， and this cultural trend inherits the traditional western culture and also has been varied under the influence of its context after undergoing the post-industrial age.

2.Media Change Is an External Factor in the Sports News Reports Postmodern Transformation

In the 19th century， sports news was mostly communicated through texts. This was because the mainstream media at that time was paper-based and information was transferred by journalists to readers through text edition. In this process， journalists played a very important role， and they were required to lay a stress on the quality of information， and made an edition to the essential part after highly rationally analyzing a large amount of unscreened information and then transferred it to readers. This process featured a strong subjectivity， and therefore it did not mean that the expressed things could objectively speak the truth. In the process of making sports reports， it was very possible to add some non-sports factors， because the background of the times was different. In some early reports of China， the incorporation in sports news was obviously political.

In the last century， electronic media was produced. It can present information to the audiences in the most real way without any conversion， and brings a live impact on the audiences through the concrete images. Therefore， people can be promoted to feel the fighting at the football field and the vigorous contest at the athletic field. Those aesthetic feelings and strengths in sports can be more directly and visually presented to people through electronic media. However， these real aesthetic feelings， which are much closer to the beauty of the natural world， have no huge differences from the implication of texts. In the age when electronic products are the mainstream media， text reports of sports events have to change their reporting strategies under the force of TV's visualization report and shift their focus to the contents out of games. These contents are majored at some "inside information" and marginalized reports. The attention of sports reports are gradually paid to the people and things out of games. Also， the reported contents are greatly changed， and focus on the whole game and even add pre-competition and after-competition tracks， but no longer simple game result reports. During this period， the results have not been concerned by people the most enthusiastically.

3. Economic Change Is an Internal Condition the Sports News Reports Postmodern Transformation

Because of the constant development of social economy， the consumption awareness and ideas of human are constantly changed. Thus， news reports are prompted to be much closer to the real life. In a sense， the needs of audiences have become the focus that today's media gives priority to. The social competitions in today's society have involved all walks of life， and journalists also slowly realize the core position of the public demands in this environment. Therefore， a work attitude different from the past is taken by them for "pleasing" audiences. Journalists， through adhering to the audience-centered principle， can fully accept the suggestions from audiences， so as to achieve a better communication effect. With the purpose of promoting sports news to own good audience groups， sports news has also begun to take the popular road. For example， the sports news in the pas paid attention to sport events， but the contents of sports news have gradually involved all aspects related to sports along with the development of society； in the international environment， the changes such as the development trend of the sports industry and the fitness and health athletic competitions of the national people keep consistent with closeness advocated by postmodernism. The application of the network in the modern media has provided a convenient and rapid platform for the audiences to watch sports programs. Because the wide application of the Internet has been gradually accepted by the mass people， sports programs have been promoted to shine brilliantly in today's media. For example， the application of the Internet in talk shows has made the interaction and distance between audiences and guests greatly shortened， thus promoting the audiences to easily express their points of view. Therefore， seizing the enthusiasm of audiences is ensuring program ratings.

work Communication Strategies for

Sports News Reports

4.1 Improving the Network Communication Purification Ability

When watching major sports events and viewing important sports news， people usually hope to acquire all wonderful moments of major sports events and resist irrelevant rubbish information. Therefore， it is necessary for media workers to make use of network tools for purifying themselves， so as to screen and select effective information for audiences and increase of the efficiency of audiences to read sports news.

4.2 Strengthening the Supervision on News Comment

Because an anonymous review system is applied in the news network media comment platforms， the Internet users can speak their bosom freely when releasing their own opinions on news. However， a large number of comments are fully filled with violent vocabularies， and the network civilization of sports news is impacted unprecedentedly. Therefore， it is necessary to standardize the network environment of sports news， put an end to the emergence of unhealthy languages， and drive the healthy development of the network.

4.3 Actively Creating High-quality Traditional Media Channels

The traditional news media features original contents， long history， and great news authority， etc. Therefore， it is necessary to reach strategic cooperation with the traditional media， separately open up a sports news channel， and earn from others' strong points to offset weakness in the cooperation. As a result， a stable and harmonious development environment can be created for the sports media industry.

5. Conclusion

Sports news reports， in today's social culture background of diversified development， have gradually given a reflection to the characteristics of postmodernism from both reported content and communication way： That is， they are closer to the public reported themes and vigorously shape sports stars and entertainment-oriented sports programs. Therefore， sports news can be reported in multiple ways. To a certain extent， this postmodern transformation can drive the development of the media， but the news closer to the mass people has a very tight tie with business operation in general. This is because it is very possible to make some vulgar factors incorporated in sports news reports， for the purpose of acquiring commercial profits through attracting audiences.

Generally speaking， in the post-modernism of media， sports news reports contain not only positive factors promoting development， but also unfavorable aspects. Therefore， in the process of reporting sports news， practitioners are required to know well this change more accurately and thus can play a promoting role in the development of the sports news undertakings. Subsequently， the whole development of the media industry can be driven.

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