社会转型期中国体育新闻报道价值取向的演变与反思

The Study on the Change of Chinese Media's Value Orientation of Sport News Report in the Period of Social Transformation

当代中国媒体面临着多元文化并存的生存环境,主流文化、大众文化和精英文化都对媒体体育新闻报道的价值取向产生着影响。在理想主义占"主流性"的社会主义文化中,崇高作为一个理想的推演,成为主流体育文化价值观的必然取向;随着媒体的市场化,媒体体育新闻报道在市场、利润的压力下,开始迎合大众的口味,大众体育文化价值观涌起;进入科学发展阶段,媒体体育新闻报道的"以人为本"的理念和知识分子精英文化的人文价值观相契合。

China has entered into the period of social transition since the reform and opening up.The media is faced with the multicultural environment.Mainstream culture,mass culture and elite culture have all great influence on the value orientation of sports news. In the socialist culture,idealism is the mainstream.As the derivation of ideal,sublimity has become the inevitable orientation of the sports cultural value.With the marketization of media,sports news has to cater to the taste of the mass under the pressure of market and profit.In the scientific development stage,sports news,the people oriented idea in sports news is in accordance with the humanism in elite culture.