1、1Study on the Strategies of Sports News Reports from the Perspective of Media PostmodernismAbstract. 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 i
2、mportant 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，
3、 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 Chinas economic structure， but also kept consistent with post
4、modernism. 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 perio
5、d of Chinas social 2economy， 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 d
6、efined 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 o
7、f 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 an
8、d extreme factors. 1.Interpretation on Postmodernism from Cultural Background and Essence 1.1 New TrendHow Did Postmodernism Emerge The golden age of postmodernism was 1970s1980s， and the 3different ideologies in different areas had been interpreted by it relying on unique reverse thinking. However，
9、 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 cultu
10、res. 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， mas
11、s 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
12、 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 4been a great numb
13、er 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 cant be mutually integrated. However， in terms of cult
14、ural 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 Po
15、stmodern 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
16、， 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
17、that the expressed 5things 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
18、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 vigoro
19、us 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 impli
20、cation 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 TVs visualization report and shift their focus to the contents out of games. These contents are majored at some “inside informatio
21、n“ and marginalized reports. The attention of sports reports are gradually paid to the people and things out 6of 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. Du
22、ring 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
23、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 todays media gives priority to. The social competitions in todays society have involved all walks of life， and journalists also slowly realize the core position
24、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.
25、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 7sport events， but the contents of sports news have gradually involved all aspects related to sports along with the de
26、velopment 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 med
27、ia 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 todays media. For example， the application of the Intern
28、et 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. 4.Network Communication Strategies for Sports News R
29、eports 4.1 Improving the Network Communication Purification Ability When watching major sports events and viewing important 8sports news， people usually hope to acquire all wonderful moments of major sports events and resist irrelevant rubbish information. Therefore， it is necessary for media worker
30、s 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
31、 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
32、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
33、authority， etc. Therefore， it is necessary to reach strategic cooperation with the traditional media， separately open up a sports news channel， 9and earn from others strong points to offset weakness in the cooperation. As a result， a stable and harmonious development environment can be created for t
34、he sports media industry. 5. Conclusion Sports news reports， in todays 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 the
35、mes 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 busi
36、ness 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 posit
37、ive 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 10promoting role in the development of the sports news undertakings. Subsequently， the whole de
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