Study of Modern Sports Communication

Based on the spring up of modern sports communication,this paper discussed the basic condition of modern society supporting for sports communication.Under the development of modern sports communication,the combination of modern sports and mass media formed the culture style with the character of mass culture,a kind of visual culture.The sports what was expressed by modern mass media focused on gala of sports and media.Championitis panegyrized by mass media neglected the public attention,which also influenced the content and form of sports.The sports expression that coming out experienced certain intensified ceremony.The commercialization of sports communication formed by alliance of sports and mass media which promoting the sports development restricted the sports development in certain degree at the same time.During the course of sports globalization,there was deep impression of sports modernization,while media played an important part in sports globalization.Sports communication promoted the communication of world sports and sports communication of different cultures.If China sports become the mainstream of world sports,it must melt into the course of sports globalization.Based on the reform and innovation,sports system with Chinese character should be setup and self-developing mode should be formed.