On the Media Communication Frame of the Traditional Sports and the Effect Promotion Strategy

A general description is given of the problems commonly found in the mass media communication in traditional sports and its communication frame is investigated. It is pointed out that much efforts is made to emphasize the charm of tra- ditional sports, yet due attention is seldom given to their socialization; reporting efforts is chiefly focused on certain events while some other sports events are practically ignored. Therefore, some measures for promoting the communication effect are suggested: relevant strategies be made so as to provide sufficient fresh and live material for media communication; advanced experience and practice both home and abroad be borrowed and popularized; festivals and holidays be made a better use of and the communication of traditional sports be done in media events; enough attention be given to the dissemination technology so as to promote the communication effect and enhance the effective integration of traditional sports and communication media.