From Single-track to Integration:Study on the Relationship Patterns of Sport Organization and Media

This paper reviewed the development of the relationship between sport organizations and media by using the method of literature and logical analysis.Based on their intertwined benefit orientation,the author divided the relationship between sport organizations and media into three periods which are the period of media getting involved in sports and sport organizations,the stable development period of sport organizations and media and the maturation period.The research results concluded the followings.Firstly,the formations of the relationship between sport organizations and media include one-way-communication relationship,cooperative relationship and symbiotic relationship,which are not only longitudinal,showing the result of historical evolution,but also horizontal,existing in the modern society.Decision of sports organization and media relations form factors include sport and media system,the medium's power of communication and the scale of audience' reliance on media.