【摘要】 当前,职业体育与媒体之间建立起来的互动关系越来越密切,双方相互依赖、互相促进。采用文献资料法、专家咨询法等方法,深入剖析职业体育与媒体互动的内驱力是什么,通过研究发现实际双方都存在着相同的主要内驱力,即双方互动对对方都有极大的促进作用,二者都需要获取发展资金,双方互动互惠互利。更多还原

【Abstract】 The interactive relation between athletic sports and mass media becomes closer and closer at present.They depend on each other and promote the development of one another.This paper makes a further analysis on the inner impetus which promotes the interaction between competitive sports and mass media with the methods of documentary data and expert interview.The research results show that the two sides have the same main inner impetus,that is to say,both sides need to get enough capital for their own further development.更多还原