The 2nd “Media and Sports” Forum was held at Beijing Sport University – Xinhuanet Client

On April 21, the second “Media and Sports” forum was held at Beijing Sport University. Following the successful holding of the first forum last year, this forum received positive responses from many parties in academia and industry. With the general theme of “Change and Progress: New Trends in Sports News Communication under Chinese Modernization”, this forum invited nearly 60 outstanding representatives from the industry and academia, and brought together nearly 300 experts, scholars and young students at home and abroad. An in-depth look at a number of hot topics in sports news communication. Guangming.com and Bei Sports Media broadcast the opening ceremony and the main forum live, and more than 310,000 off-site viewers watched the forum live through live broadcast.

Zhang Jian, deputy secretary of the Party Committee and President of Beijing Sport University, delivered a welcome speech at the opening ceremony on behalf of Beijing Sport University, calling for the topic of “Media and Sports” to be used to explore the historical coordinates and contemporary value of the sports journalism and communication discipline, and to discuss the modernization of sports communication. realistic approach.

Wang Runze, President of the Chinese Journalism History Society and Vice Dean of the School of Journalism at Renmin University of China, said in his speech that the discussion of multiple academic topics with sports communication as the core created by this forum not only highlights the profound connotation of sports itself , and the collision between media and sports provides a diversified research path beyond sports itself.

In his speech, Gao Chao, Director of the Publicity Department of the State Sports General Administration, emphasized the responsibility and role of sports in the prosperity of the country and the rejuvenation of the nation. He said that carrying forward the spirit of Chinese sports is a strategic task in building a sports power and an unshirkable historical mission for the sports publicity and cultural front. At the same time, he called on the younger generation of students to have great ambitions, great virtues, become great talents, and take on great responsibilities to write a new era of Chinese sports. collective memory, praising the great Chinese spirit and the spirit of the times.

Hu Zhanfan, former director of CCTV, former editor-in-chief of Guangming Daily, and vice chairman of the 10th China Federation of Literary and Art Circles, said in his speech that discussing and studying the integration of media and sports has strong theoretical value and practical significance, and also called for focusing on the frontier. problems, hot issues, and practical issues, and fundamentally promote the research and practice of sports news communication to advance together in the process of change.

In the keynote speech session of the forum, a total of 9 experts, scholars and industry veterans from academia and industry gave speeches on diverse topics such as technology-enabled communication, technology and sports, telling Chinese sports stories, and sports broadcast development trends, with diverse arguments and exciting Viewpoints fly together, contributing to a feast of high-quality ideas with warmth, depth, and breadth.

Technology empowers media innovation to create a new chapter in sports communication

Today, as technology and media are increasingly closely related, how technology empowers communication and promotes the development of sports communication has become a common concern among academia and industry. In the keynote speech of this forum, many experts discussed and shared their research and insights on related topics such as technology and communication, sports and technology. Chen Changfeng, honorary president of the Chinese Journalism History Society, professor and doctoral supervisor at the School of Journalism and Communication at Tsinghua University, gave a speech on the theme of “Generative AI Empowered Communication” and conducted an in-depth discussion on topics related to technology-empowered media. Taking the development history of large generative AI models as an axis, the powerful application capabilities and effects of current generative AI are introduced. She said that current large models have played an important role in applications in text, audio, image, video, visual reading, etc. At the same time, with the emergence of current intelligent agents, platform theory is constantly being iteratively upgraded, and a platform-based society is emerging. Finally, it elaborates on the specific opportunities for the implementation of large models in the media industry from the six stages of planning, acquisition, editing, review, distribution and evaluation, and uses the “essence of technology” written by Heidegger in “The Inquiry of Technology” to A cautionary summary of the evolution of technology.

Xu Jicheng, vice chairman of the Chinese Basketball Association and former director of the Media Operations Department of the Beijing Winter Olympics Organizing Committee, expressed his opinions on the current development trends of sports broadcasting. He started from the perspective of “augmented reality technology application, interactive experience, immersive shooting, game broadcasting Starting from the seven key points of “digitization, social media resource integration, data analysis, and interactive advertising”, it is believed that the application of all new technologies in stadiums is to enhance the audience’s viewing experience. Sports organizations and sports events sell event services. , so it is necessary to increase audience participation and open up the connection between the media and the market. In addition, he took specific events such as the Beijing Winter Olympics, NBA, and CBA as examples and shared the implementation of technologies such as drone photography and subtitle information visualization. At the same time, it was also pointed out that in the face of unlimited development of technology, the most important thing is safety rather than advancement. Sports development must embrace new technologies, but cannot be restricted by technology, and strive to achieve the simultaneous development of theory and practice.

Regarding the topic of innovation and development practice of digital media and event broadcasting, Zhang Dayong, deputy director and secretary-general of the Digital Sports Committee of the China Society for Technology and Economics and founder of Beijing Xiaoshuju Digital Technology Co., Ltd., shared in his keynote speech based on industry practice . He pointed out that the development of media is driven by technology. The mobile Internet and AIGC will inevitably have a profound impact on the logic, rules and paths of media, and content creation models. In the face of the current reality of my country’s digital technology development, he also proposed that the media industry and market will further evolve towards meta-universalization and intelligent iteration in the future. The development of core technologies such as voice generation and video generation will require joint efforts from the industry. Finally, combined with the practice of major sports events such as the Beijing Winter Olympics and the Hangzhou Asian Games in recent years, he proposed five aspects: “theoretical innovation, cross-border integration and embracing digital technology, maintaining industry synchronization, strengthening off-campus practice, and closely integrating research directions with industry development.” Start cultivating talents from all aspects.

What is the relationship between technology and sports? Li Lingtao, dean of the School of Journalism and Communication at Beijing Sport University, discussed this topic in his speech on “Mutual Promotion of Science and Technology and Sports”. He pointed out that technological breakthroughs and user needs are the decisive factors affecting the integrated development of science and technology and sports. At the specific level of influence, he believes that the promotion effect of technology on sports is mainly reflected in three aspects: technology creates new space for sports, reshapes sports communication activities, and activates new needs of users, while the reaction of sports on technology can be reflected in the strong experiential nature To understand it from three levels: strong radiation and strong interactivity. He also said that technology and sports are mutual means. Technology can enable sports to break out of small circles and integrate into the entire economic and social development environment. Sports will also make technology more concrete and make it more perceptible in vertical fields.

Tell Chinese sports stories well and use sports as media to promote international communication

As Chinese modernization enters a new stage of development and globalization continues to advance, how to use sports as a medium to tell Chinese stories and achieve international dissemination is also an issue that experts are paying attention to. Zhao Zhenxiang, former vice president of Xiamen University of Technology, explained the relationship between sports fashion and international communication with the theme of “Developing Fashion Sports, Building Fashion China, and Promoting International Communication”. He believed that sports are inherently closely related to fashion, so it might as well be Fashion and sports are used as the entry point to promote international communication. As for the specific path, it is proposed that the first step is to create a “cross-border platform”. Fashion sports events and related activities can cross national boundaries and even cross ethnic cultures to help tell China’s fashion story. The second step is to build “cross-border issues” that will have Fashion and cultural issues in the world’s common context are fully embedded and widely disseminated, telling stories that foreigners can understand. At the same time, “cross-border communication” must be promoted, breaking the information barrier built by Western mainstream media in the era of social media communication, and telling foreigners Hearable stories.

Xue Principle, editor-in-chief of People’s Daily’s “News Front”, former director of the Sports Department, and senior reporter, focused on the theme of “telling Chinese sports stories well and adding color to the myriad aspects of Chinese modernization”, focusing on the Beijing Winter Olympics, Chengdu Universiade, and Hangzhou Asian Games. Taking major sports events such as the Olympic Games as an example, it is proposed that we need to tell Chinese sports stories well in four aspects: first, to inspire the national spirit in telling Chinese sports stories well, secondly, to show the truth, goodness and beauty of the times in telling Chinese sports stories well, and thirdly. It is to promote the positive energy of society in telling the story of Chinese sports, combine sports health with people’s health, and constantly satisfy the people’s yearning for a better life. At the same time, it is necessary to raise the fireworks of life in telling the story of Chinese sports, and promote sports to gradually become the people’s Standard for a better life.

Focusing on the topic of “China’s Memory at the Paris Olympics 100 Years Ago”, Deng Shaogen, co-secretary-general of the Chinese Journalism History Society and professor at the School of Journalism, Renmin University of China, introduced in detail the precious historical memory of China’s participation in the 1924 Paris Olympics a century ago. At the same time, He also said that sports research has great potential, and the study of sports journalism history has a broader space for development.

At the same time, in this keynote speech session, Cheng Lihong, dean, professor and doctoral supervisor of the School of Journalism and Communication of Liaoning University, gave a speech on the theme of the construction of new liberal arts disciplines under the Ministry of Education’s “new disciplines” strategy. She said that the essence of the construction of new liberal arts It is the opening of the discipline system. Based on this, with the help of deep integration between disciplines and cross-border empowerment, we can realize the scientificization of liberal arts and improve the quality of liberal arts. At the same time, she proposed a discipline construction strategy for an independent knowledge system, which provided an opportunity for innovation and reconstruction for the development of the journalism and communication discipline. Finally, she said that if the discipline of journalism and communication must adhere to the distinctive development of the discipline, it must be based on local practice and culture, adhere to the Chinese temperament and cultural feelings of journalism and communication, and explore and build news communication with rich ideological connotations, clear structural framework, and distinctive local characteristics. Learn an independent knowledge system. The distinctive path of the journalism and communication discipline requires grasping academic inheritance and adhering to the “unchanged” factors in journalism and communication. The profound humanistic heritage is its foundation. It is necessary to clarify the “standard” of the discipline and promote the localization of journalism and communication concepts and conceptual systems. culture and modernization.

The topic of “Media and Sports” is clearly ushering in the best era now, which has brought a vast space for teachers, students and scholars to learn and explore. The above-mentioned speeches brought by representatives from academia and industry are both new thinking , and also pointed out the path and provided inspiration for the young generation who continue to explore in this field. The successful holding of the “Media and Sports” forum at Beijing Sport University has become another useful help to bring together ideas from all parties and promote the development of sports news communication.