Paradigm Shift of the Sport Communication Study:Based on Strategies of Discourse Analysis

At present, the study on sport communication is mainly composed of two paradigms:"sport plus communication process" and "sport plus communication type".The two paradigms, built from the epistemological standpoint of essentialism, regarding the theory of mass communication as the meta-theory, and taking communication for transmission, can't satisfy the practical need to guide the sport communication study.In the study of sport communication, different communication discourse should be used as theoretical and analytical tools to explain the phenomena of sport.From the perspectives of functionalism and cultural studies, the article proposes a research approach, regarding communication as six kinds of discourses including transmission, interaction and sharing, control, rights, and games.It can be used to examine six kinds of sport phenomena including competitive ports, physical education, physical exercise, sport and leisure, folk games and wushu.