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体育媒体作为体育文化产业的重要组成部分之一,在发展的过程中既要立足于产业谋发展,通过市场化运作创造体育媒体的经济价值,同时又要面向受众积极传播体育文化,只有实现两者的统筹兼顾,才能使体育媒体在产业发展与体育文化传播的良性互动中健康发展。体育媒体是指从体育活动、事件、人物中撷取素材,制作成文字、符号和影像产品并加以传播和销售的机构[1]。当前体育媒体的产业化发展业已成为诸多体育媒体求大求强、求生存谋发展的重要目标,在此过程中,体育媒体与市场联姻,充分开发体
As one of the most important parts of the sports culture industry, the sports media should base on the development of the industry and create the economic value of the sports media through the market-oriented operation. At the same time, it is necessary to actively spread the sports culture to the audience. Taking all factors into consideration, can the sports media develop healthily in the virtuous interaction between industrial development and sports culture. Sports media refers to institutions that extract material from sports activities, events and characters, and make and transmit and sell text, symbols and video products. At present, the industrialization development of sports media has become an important goal of many sports media seeking great strength and seeking survival and development. In this process, the sports media and the market are married and fully developed