The Communication Value of Sports News in Multiple Contexts

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Abstract. The power and value of culture can be revealed and become great only if it is communicated among people. In the age of multiple contexts， sports news， which is positive or plays a unique guidance role， should also rely on the concentration of public opinions communication tools， and thus it can produce a value that is likely to influence the whole social progress. Therefore， this is simply discussed by the author by taking China's sports news undertakings in the new period as the carrier in this paper.

Key words： multiple contexts； Sports； Sports News； Value

Sports news is a journalism form， which is equivalent to politics and economy. Sports news has a long history. In a narrow sense， sports news can even trace back to BC. The communication of sports news， as one of the important parts of the mass media， is a sub-system in the large social system. Therefore， the communication of sports news will be inevitably influenced by social factors. Under the influence of the current multiple contexts， sports news owns many differences compared with the past from the perspective of the communication value. Thus， with regard to promoting the development of the sports journalism and playing the role of the communication of sports news in driving sports undertakings and social progress， it is necessary for the academic circles to carry out in-depth studies on the communication value of sports news in the multiple contexts.

1. The Communication Value of Sports News

Achieving a certain value is the purpose of the communication of news. However， to achieve this goal， news elements are required to ultimately meet the needs of the society， including three aspects： （1） the information factors constituting news are required to possess news value elements； （2） news value elements are required to meet the needs of the society； （3） the information in news is required to be centered at audiences.

News value is the sum of the composition elements contained by recent facts or relevant works. It is an objective standard used by the communicators for choosing facts and the recipients for choosing news. Its measuring standards mainly include "timeliness"， "closeness"， "significance"， "importance"， and "interestingness". Obviously， the "value"， which is proposed in this paper， is different from the news value of a general sense. It refers to the positive significance possessed by objective things or practical activities， or the active functions produced for the society， namely the meaning at the philosophical level. The communication value of China's sports news in the current multiple contexts features diversification， which can be concluded from the following several aspects.

1.1 The Communication of Sports News Is Not Only an Important Part of China's Sports Undertakings， But Also an Important Link of China's Sports Industry

The development of sports news will not only drive the development of the whole sports undertakings， but also inject new intension to China's sports undertakings. The communication of sports news， as a cultural phenomenon， belongs to the scope of superstructure， and can react on economic foundation. The rapid development of sports news communication can promote the prosperity of the sports undertakings， the development of the sports industry， and the vigorous development and sales of related sports products.

1.2 The Development History of Sports News Reports in China

As China made outstanding performances in the Olympic Games from the 1990s， sports boomed in China. At present， sports have stepped into the life of people in depth. Sports become one of the main activities that modern people are crazy for. Sports news and its communication possess distinctive characteristics of the times. First， sports news and its communication have gotten rid of the planned economic model， have showed their social functions and values in the market competitions， and also have changed into a new bright spot of the third industry in keeping pace with the world. Thus， infinite vitality and development prospect of sports news and its communication are demonstrated. Second， the ability of sports news and its communication to meet the diversified needs of sports audiences in the current multiple contexts is continuously increased in China. Third， sports news and the specialization/industrialization of its communication are continuously improved， and their role in the promotion of the sports undertakings is also continuously enhanced.

The value of sports news lies in meeting the real demands of the society. The information in news has to be centered at audiences. That is， it can be recognized and accepted by the audiences. However， in this aspect， there is still a lot of work for the domestic sports news workers to do. In the meantime， the communication contents and ways of sports news are still necessary to be improved.

1.3 The Communication of Sports News Plays a Great Promotion Role in Arousing Patriotic Passion， Enhancing National Self-Respect， Pride Sense and National Identity， and Constructing the Socialist Spiritual Civilization

In today's world， sports news is regarded and used by most countries as an effective advertising way for cultivating national awareness and strengthening national pride sense. In recent years， along with the diversification of communication ways and the improvement of media's hardware facilities， sports news has been communicated to all corners of the world， and also the quality and quantity of sports news trend to develop like blowout.

2. Sports News in Multiple Contexts

2.1 Consideration on Multiple Contexts

"Multiple" is a relative concept. At present， the globalization trend， originated in the economic field， involves all fields of the society constantly. Therefore， the sports journalism based on economy and especially sports economy is also inevitably affected by this trend. It is not only "unitary" constructed on the basis of "multiple"， but also an open platform. In essence， the globalization of sports news communication is an inevitable trend of the co-construction， mutual absorption and mutual integration of sports news communication cultures from different nations in the current international multiple contexts. The national sports news， which is produced and grows maturely in different sports activities in different regions， possesses not only half of the characteristics and value of journalism， but also the different characteristics of national qualities， national value judgment and sports appreciation ideas， thus featuring obviously local national awareness.

2.2 Cultural Communication Disorders Caused by Regional Differences

As is known to all， China is with a great population and a vast territory. Influenced by many factors such as areas and ethnic groups， many different languages and cultural areas have emerged in China. According to languages， China can be divided into five major cultural areas （i.e. north， southeast， south， southwest， and Qinghai-Tibet cultural areas）. In north China， mandarin Chinese is prevalent， and minority languages are combined occasionally. In southeast China， Wu， Huai， Anhui， and Jiangxi languages are prevalent， and therefore the internal differences are great. In south China， Fujian， Guangdong and Hakka languages are prevalent， and Taiwan and Hainan minority languages and Shaozhou dialect are combined occasionally， and therefore the internal differences are also great. In southwest China， southwest mandarin Chinese and Hunan dialect are prevalent， and many minority languages are combined occasionally. In Qinghai-Tibet， priority is given to Tibetan language， and also Han and Mongolia languages are combined occasionally.

2.3 The Communication Value of Sports News in Multiple Contexts

The communication of sports news， as a cultural phenomenon， will be inevitably influenced by certain economic foundation， and also will reflect its existence value in the exchange and integration with other context cultures. Under the influences of the current multiple contexts and globalization， the communication value of sports news can be simply concluded as follows.

2.3.1 Political Value

The political value of sports is no longer a fresh topic. The most typical example was the "ping-pong diplomacy" between China and the United States in the 1970s. In today's world， the competition between different countries is mainly embodied in the competition of the comprehensive national strength.

However， sports are one of the most important aspects of the strength of a country. The development and prosperity of sports journalism making records of the development of sports can directly give a reflection to the strength of a country's sports， and therefore are a referential barometer for the strength of a country.

2.3.2 Economic Value

On the one hand， the communication of sports news， as a cultural phenomenon， belongs to the superstructure， and can promote the development of economy through reacting on the economic foundation， thus reflecting economic value. The sports competition wars at the current playground have not been independent wars of success or failure， and they are closely connected with the news war， advertising war， media enterprise war existing around them， thus forming a benefit-related business system.

On the other hand， sports can't exist without news and advertising media. In the meantime， all news communication merchants and advertisers regard the world's large sports events such as the Olympic Games and the World Cup as an important opportunity for improving enterprise reputation and obtaining high profits.

2.3.3 Cultural Value

On the one hand， the communication of sports news， as a cultural communication phenomenon， is with cultural value in itself； communication is the nature of human， and the development of human society is benefited by communication and the social interaction of human is communication in essence. The communication and spreading of culture mainly include infection-oriented spreading， level-oriented spreading， and migration-oriented spreading. In the different historical period， different spreading ways play a huge role in the development of human culture. However， the above-mentioned spreading ways have their own disadvantages. Under the influences of the current multiple contexts and globalization， the communication of sports news relies on a variety of media. Thus， the real-time， effective and large-capacity rapid communication of the mainstream sports culture is realized， and also the popularization of sports culture is promoted.

On the other hand， through the communication of sports news in different contexts， the sports cultures from different backgrounds can draw lessons from each other and make mutual absorption， thus continuing to inject new vitality to their own sports culture and promote the innovation of different sports cultures.

3. Conclusion

From the above analysis， the conclusion is obvious as follows.

First， the communication of sports news in the multiple contexts will i