A Media Communication Study On The Culture Of College Basketball Events

As a kind of social culture phenomenon, contemporary athletic sports development is closely associated with mass media development. Athletic sports can be popularized and promoted only through the widespread dissemination of emerging information vectors such as the Internet, digital television etc. In recent years, as the development of our country's sports media and the incessant improvement of college students' basketball athletic skill, the university student cage game and its sports event has already become the mass media to realize its entertainment, popularity, and commercialization. Simultaneously the mass media also serves to propagandize the core ideas of our country's university basketball sports event—"to nurture the human" and "the culture", which is an effective means to realize its socialization, industrialization, entertainment. Mass media is unceasingly changing the connotation and extension of campus basketball culture. It gradually becomes an important force to promote our country's university education for all-around development, person's full scale development and even the social harmonious progress.As being of fashion, health, fervor and appreciation, university basketball sports event belongs to audiovisual culture. As there are thousands of university students in our country who pay attention to college basketball sports event, doing well each column of college basketball sports event culture is possibly one of the magic weapons promoting the achievement rise of the mass media. Employing such research methods as literature material, network retrieval, questionnaire, mathematics of average, logical analysis, a survey is carried out on the present situation of our country's college basketball sports event culture, the media dissemination, the tendency of media dissemination, the media dissemination system construction and so on. The main conclusions are as follows: (1) As a result of the dissemination technology and the dissemination tool, as well as mass media factor and so on operation objectives, cost restrictions, in Our country University basketball culture information's media dissemination will sometimes present the hysteretic. Many university basketball sports event's cultural information simply cannot the prompt transmission audiences' side, various television stations to CUBA, the greatly ultra league tournament and the entertainment basketball has carried on the direct seeding or records and broadcasts the number not to be able to satisfy the general student's demand.(2) present, mass medias and so on our country television, publication, magazine, broadcast, network, the university basketball sports event culture's media dissemination mainly stresses on the competition process (the scene direct seeding), aspects and so on sports event reportage, lacks the fashion, the health, the fervor entertainment report. Although the network information contains the surface to be broad, but the subject, the picture, the news and so on also stress in the competition process and the result report. To cage game information and so on culture value, educational value and health care value very little involve. If CCTV international sports channel, and in some famous sports channel website, does not have the related basketball fitness information column establishment. Moreover, some important sports event direct seeding, mainly concentrates in athletics competition's stratification plane.(3) present, Our country University basketball sports event did not have the specialized communication media, although the partial media have established the university basketball sports event's column, but because the specialized accomplishment is limited, the column manufacture is rough, cannot very good highlight to behind sports event's cultural feature. In the television direct transmission process, the director cannot the very good use athletic field detail and the story building competition's cultural atmosphere, "the director effect" has not been able to display fully in the column. Director effect great importance, audiences, if is attracted by director's personality charm, that they will like this program. (4) The university basketball sports event culture dissemination's technicality is not high, because the majority media lack bidirectional interactive; the sports reported that the sports event retransmitted the first edition "the backup". In sporting news report, each sports media report form superficial all, has not formed own characteristic, does not favor the populace sports interest the raise.(5) The mass media and the university basketball sports event's union, is the present age social development with the university basketball sports event own development common request. Considered from the university basketball sports event survival and the development angle that the university basketball sports event the space and time convenience which not yet put to full use mass media provides to make Our country University basketball culture characteristic; Realizes the university cage game socialization, the industrial production and the entertainment.(6) Mass media to the university basketball sports event's propaganda and the report, promoted the cage game culture enormously in our country University's dissemination. But the media is insufficient to the public basketball sports event's report dynamics, the university public basketball sports event's media dissemination space may also further expand. To with the basketball sports event related story, the touch of humanity basketball culture's guidance and the propaganda, the mass media makes the insufficient arriving generally, the university basketball sports event culture dissemination idea waits for the media depth excavation.(7) University basketball sports event's media dissemination and the cultural idea's promotion must become promotes the university student socialization, advances all-people body-building project, the construction university student sports fitness entertainment exchanges the platform, the innovation campus sports cultural event essential factor carrier, serves in the university student education for all-around development.