Research On The Relation Between Media Publicity Of 2008 Olympic Games And Sports Attitude And Behavior Of University Students In Xinjiang

Olympic Games,from its birth moment in civilized ancient Greece, has never stopped the pace of the spread and proliferation. Today, it has developed into an international event that people of all countries take part in. It is precisely because of the driving force of the media that the Olympic spirit has embedded into the hearts of the peoples of the world, and it is also the media adding fuel to the flames that the Olympic idea spread to every corner of the world. The purpose of Olympic spirit is to promote the comprehensive development of people, especially the harmonious physical and spiritual development of young people. Therefore, media has been playing an important role in promoting the overall development of young people. University Students are an important part of young people, and their all-round development is moral, intellectual and physical development. As physical ability is an integral part of human all-round development, physical education will inevitably become an important composition of the value and function of media. In addition, the positive sports cognition and the formation of sports behavior of University Students play a vital role to enhancement of both national sports level and national physical health. To sum up, probing into details about the relationships between Olympic media publicity and university students'sports attitude and behavior are particularly important. 1120 people from seven colleges and universities in Xinjiang were surveyed. Using literature, questionnaire surveys, mathematical statistics, and other research methods, this paper analyzed the relationships between Olympic media publicity and university students'sports attitude and behavior respectively, to identify media publicity factors that influence Xinjiang university students'sports attitudes and behavior, and to provide scientific inferences for how to make use of media publicity to promote Xinjiang university students'sports attitudes and behavior.The results show that: (1) Xinjiang university students'overall awareness of Olympic Games and the degree of concern are high; television, network, radio and newspapers are major medias that impact the Olympic cognitive of Xinjiang university students. (2) The majority of Xinjiang university students have positive sports attitude, but there is a big proportion of university students possessing moderate sports attitude. (3) Media publicity of Beijing Olympic Games has a positive impact on Xinjiang university students'sports attitude. (4) There is some weak correlation between media publicity of Beijing Olympic Games and Xinjiang university students'sports behavior. (5) Although there is some relevance (R = 0.157, P <0.01) between sports behavior and sports attitude, a positive sports attitude does not necessarily have a clear behavior of sports.