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体育传播改变了人们对体育活动的认知,让大众注意到体育带来的商业利益以及体育行业里个人或集体的社会影响力。本文从我国体育的特征出发,对转型期体育传播现象进行正反两方面解读,提出体育传播发挥正能量的有效措施。
Sports communication has changed people’s perceptions of physical activity and made the public aware of the commercial benefits of sports and the individual or collective social influence in the sports industry. Based on the characteristics of our country’s physical education, this article interprets both positive and negative aspects of the phenomenon of sports communication in the transitional period and puts forward some effective measures for sports communication to exert positive energy.