媒体在体育非物质文化遗产保护中起到关键作用,特别是提高公众保护非物质文化遗产意识、塑造国家形象方面发挥了积极的作用,媒体对体育非物质文化遗产的传播实际上是对体育文化的传承和传播,是对体育文化多元化的有力补充.但媒体对体育非物质文化遗产的关注,由于媒体性质和追求经济利益等因素将会导致公众对体育非物质文化遗产保护认识、分析,评价能力的下降与偏颇、过度开发非物质文化遗产区域等不良影响.%It was found that media plays a key role in protection of intangible cultural heritage. In particular, media enhances public awareness to work towards that protection and mold a positive image for our nation. More precisely, the transmitting process of sports intangible cultural heritage by media has actually become a process of passing and diffusing sports culture. In this way, it contributes a lot to the cultural multilization of the modern sport. Nevertheless, media has its nature to seek after the economic reward. This negative side of media will inevitably throw an impact on sports intangible cultural heritage protection. For instance, it impairs the public awareness and it weakens their analytical and assessing ability, or in one way it directs this ability to the wrong way. It can also bring damaging effects through the overexploitation of intangible cultural heritage.
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