全球化背景下我国体育传媒业面临的机遇与挑战

Opportunities and challenges to Chinese sports media under globalization

全球化给中国体育传媒业的发展带来的机遇表现在三方面:全球化为我国体育传媒业带来"文化震惊"效应;全球化给中国体育传媒业扩展新的内容,吸引更多的受众;全球化带来体育产业升级,促使体育传媒业加速发展。全球化给中国体育传媒业发展带来的挑战体现在:全球化逐步波及各行各业已成定局;国外体育传媒业进入中国市场,将与本土同行形成对峙局面;加入WTO和我国体制改革使得体育传媒业参与行业竞争成为必然。

From the angle of cultural development, the influences of global cultures on the sports media were analyzed to point out that globalization would lead to dual effects on the local sports media industry, There were opportunities and challenges of the Chinese sports media industry development under globaliza- tion. There would be ＂culture shock＂ for the Chinese sports media; the Chinese sports media industry would attract more people;the Chinese sports industry would be upgraded and the sports media industry develop- ment would be accelerated. The challenges were that globalization had influenced every walk of life; the confrontational between the local and the foreign sports media industry after were formed. Being a member of WTO and the Chinese system reform would involve the sports media industry more fierce competition.