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在社会文化多元化、消费主义扩张、商业利益驱动等多重作用下,媒体融合颓势已不可阻挡。在此背景下,体育新闻传播也呈现出以竞技体育传播为主、娱乐化倾向明显、交互式传播、传播方式多样化等特点;同时,现代化传媒技术的发展,推动了体育新闻传播开始转向以受众为中心、资源共享、跨媒体联合传播的趋势。因此,体育新闻从业者应当紧跟时代步伐,顺应媒体发展规律,提高体育新闻的传播质量,传播良好的体育新闻文化价值。
Under the multiple roles of diversification of social culture, expansion of consumerism and commercial interests, the media convergence has become irresistible. In this context, the sports news broadcast also shows the characteristics of sports sports communication, obvious entertaining tendency, interactive communication and diversified communication modes. At the same time, the development of modern media technology has promoted the sports news communication to start with Audience-centered, resource sharing, cross-media joint media trends. Therefore, the sports news practitioners should keep up with the pace of the times, conform to the law of media development, improve the quality of sports news dissemination, and disseminate good sports news cultural values.