Development Route and Future Prospect of Sports Communication Research in China Since the Beginning of the New Century（2000—2020）

Since the beginning of the new century, the theoretical system and disciplinary framework of sports communication in China have been initially formed. There are abundant academic achievements in CSSCI source journals published papers,monographs(translations) and teaching materials published, and sports communication research projects approved by the National Social Science Fund. The research topics mainly focus on the six research fields of sports news communication, sports culture communication, Olympic communication, sports event communication, international sports communication, sports news communication education and scientific research, which have laid a good foundation for the theoretical innovation and practical guidance of sports communication in China. However, due to the short development history of sports communication in China, there are still three main problems: First, from the micro view, it has not broken out of the paradigm of “finding problems-analyzing cases-summarizing experiences”, and the theoretical research is not enough; second, from the medium view, the cognitive barriers between sports and journalism and communication have not been broken, and the disciplinary consensus is not enough; third, from the macro view, the fixed thinking of international sports communication research between China and the western countries has not been broken through,so the academic dialogue is not enough. China's sports communication research can be expanded from six aspects in the future:sports news production under algorithm technology, digital sports practice under health communication, sports digital labor under body communication, sports live webcast under visual communication, community sports governance under space communication and sports international image under story communication. Especially in the context of the normalization of novel corona virus pneumonia and China's successful hosting of Beijing 2022 Olympic Winter Games, we should actively speak out to the outside world and actively guide public opinion, show a positive, friendly and responsible international image of China's sports, and contribute oriental wisdom and Chinese strength to the construction of “world sports community”.