The Impact of New Media Context on Media Sports

Abstract

With advancements in communication technologies such as network and telecommunications, coupled with the continuous evolution of media forms and transmission terminals, new media has rapidly encroached upon the traditional media landscape. Characterized by openness, mobility, convenience, and interactivity, it has eroded the dominance of traditional media, diverted its once-stable audience base, and gradually shaped new spheres of public opinion and discourse, resulting in a complex and competitive-cooperative dynamic among various media forms. A new communication paradigm and media ecology, shaped by the rise of new media, has emerged, showcasing distinct characteristics. This shift in the communication landscape has amplified the ritualistic and mythological dimensions of media sports, which now manifests in diverse content and formats. Within this evolving framework, media sports has undergone significant transformations in identity and function, content and form, the culture and public opinion it integrates and constructs, as well as its audience and sports fans in communication.