| （1.苏州大学 凤凰传媒学院，江苏 苏州 215021；2.苏州大学 体育学院，江苏 苏州 215021） 摘 要：1949年来我国体育新闻报道的视角与政治宣传、经济体制改革、受众消费理念、体育传媒产业、全球化体育传媒的竞争之间紧密相连。1978年开始的媒介“事业单位企业化经营”的管理体制与跨国传媒媒介作品在国内报道，使得我国体育新闻报道更多从“体育宣传”向“体育新闻”的视角过渡；20世纪90年代中期，随着媒介技术的逐步发达，媒介产品销售渠道的拓宽，我国体育新闻则以“娱乐化”的报道视角，充分满足体育受众的消费心理，为体育传媒产业化发展起到重要作用；后奥运传播时代，为了凸显体育传媒的社会责任、良性引导体育受众的消费心理、实现我国体育传媒国际化竞争的需要，我国体育新闻报道需以“社会责任”的视角彰显体育新闻记者的职业良知。 |
GU Peng1，TAO Yu-liu2
| （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”. |
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