Research On The Influence And Strategy Of Sports New Media On The Development Of Sports Culture In China

As China is entering a new era with Chinese characteristics,constructing sport culture to build a sports power has become a dispensable part in building a well-off society in an all-round way.At the same time,under the background of the new communication environment which is featured with Internet Plus New Media,a new internet media has been used most frequently,and so has the sports information communication.Therefore,exploring the impact of sports new media on the transmission of sports culture in China and putting forward with some corresponding measures and suggestions to improve the development of sports culture have become important issues in the research on sports culture.This paper takes Sina Sports micro-blog for its case analysis to study the impact of sports new media on the development of Chinese sports culture.Firstly,it adopts a comparative analysis to compare the media acquisition data from Sina Spots with those of sports new media,hoping to analyze the media influence of Weibo Sports.Secondly,according to the key words that appear in what Sina Sports intends to deliver,after analysis this paper finds that there are elements of sports culture in the information that Sina Sports disseminates.Finally,this paper adopts the case analysis method to analyze the specific cases that Sina Sports has delivered,aiming to explore the impact of Sina Sports on the transmission of sports culture in China.After the analysis on the media influence of Sina Sports micro-blog as well as its communication content,it is found that such cultural elements of sports as competition,openness,inclusiveness and humanistic care can be examined in what Sina Sports has disseminated to the public.Besides,with the case analysis,generally sports new media of internet can have some desirable impacts on the development of Chinese sports culture.For example,it can increase the number of the audience and expand the scope of influence of sports culture as well as the ways of spreading information.Besides,it can also enhance the influence depth of sports culture,diversify the information content,promote the inclusiveness of sports culture and emphasize its basic fundamental philosophy so as to highlight the humanistic concern.What is more,sports new media of internet can also help strengthen the connotation of sport culture,extend the denotation of sports culture by combining itself with other art,and thus promote the spread of the idea of national fitness.Meanwhile,some undesirable problems have also been figured out.For example,the followers are not active enough and the proportion among them is uneven.In addition,the adverse information on the network has also destroyed the atmosphere of sports culture,and the absence of value evaluation has contributed to the ambiguity in cultural information.All of these problems have given rise to certain negative effects.At last,this paper concludes that generally Sina Sports micro-blog can have both positive and negative impacts on the transmission of sports culture in China.Based the problems that exist in what Sina Sports disseminates,this paper puts forward with some corresponding countermeasures.For example,Sina Sports should build itself in social media where it can grasp its characteristics.What is more,it is supposed to precisely formulate the content of communication and pay more attention to the depth of news and the original works to increase the depth of contents as well as knowledge of teaching.Besides,the journalism should be maintained,while the entertainment of media can also be modestly increased.Finally,the platform environment needs cleaning and guidance of values need strengthening.As Sina Spots occupies a representative place among sports new media,the problems found on it also apply to most of other current sports new media.In order to fully play the role of the sports new media of China in promoting the development of sports culture,this paper proposes that the culture of socialism with Chinese characteristics be developed.We should not only uphold our cultural confidence,but also adhere to the principle of “taking over”.Meanwhile,we should actively promote the development of sports industry and pay more attention to media effect.The audience’s emotions should be properly adjusted so they can correctively view the fan culture.Last but not least,national fitness should be called upon and sports culture be built based on life.