下载掌阅APP，畅读海量书库
立即打开
1 Department of Sports，Shenzhen University，Shenzhen，China
2 Golf College，Shenzhen University，Shenzhen，China
Introduction ：Having spanned both the modern times and the booming development in today’s Information World，professional sports media in China has its history of nearly one hundred years.Taking the evolution of professional sports media in China as a research object，by reviewing the history of it，we have systematically combed out the developmental track of professional sports media in China and revealed the motivation and characteristics in its development as well as given explanations on the opportunities and obstacles to the development of professional sports media in today’s China so as to provide a useful reference to the future development of professional sports media in China.
Methods ：On the basis of historical stages in historical research method，different development stages of professional sports media in China were divided in combination with other methods，such as logical analysis，induction and interviews with experts to conclude the motivation in the evolution of professional sports media in China.
Discussion/ Conclusion ：It is concluded that professional sports media in China has undergone four phases with different characteristics and status in the development of each one.
The first phase：Initial Period（from early 20 th century to 1949 when PRC was founded）.The phase features theorization and academicism.Way to report sports news is both simple and unsettled，with noticeable classifications and distributions of regions.Broadcasting subjects are mostly educators，thinkers，hence sports news release during the time is not substantial in some sense.
The second phase：Growing Period（From 1949 to 1978，before the policy of reform and opening up）.This period features the strong political color of national sports undertakings，covering from regionalization to nationalization，sports news report is more genuine，but the sports reporters and journalists are not well-qualified，hence corresponding disqualified in their reports.
The third phase：Prime Time（From 1978 to late 1990s）.This period features the diversified，gradated and further classified forms and contents.Sports reports tend to be more entertaining and commercialized，professional sports media market is dynamic and prosperous.
The fourth phase：Sustainability ＆ Adjustment Period（From late 1990s on）.This period features its moving towards a new situation of media competition and cooperation in digitalization，in merging，in multi-media and interaction.
It is uncovered that features of the time，requirements of the society and audience，broadcasting skills and competition are main factors，which push the professional sports media in China forward.However，different factors do not play the same role in different periods.Some leading factors in one period may become secondary in the next.These factors are inter-related，inter-referenced，interaction and inter-changed，which jointly advance the professional sports media in China.
Firstly，changes of the times are the base of the development of professional sports media in China，meanwhile the historic and social backgrounds give it a pushing strength.
Secondly，the change of society requirement and audience requirement is the engine of the evolution of professional sports media in China which includes revolutionaries in politics，economy，culture，social life，the audience and so on.
Thirdly，the improvement in broadcasting technology is the source energy of the evolution of professional sports media in China，which creates various media and upgrades these media as well.
Finally，competition between media is one of the important pusher of the development of professional sports media in China.