Research On Strategier Of Promoting Sports Culture Communication In Colleges And Universities Under The New Media Environment

On August 10,2019,the General Office of the State Council issued a circular on the Outline of Building China into a Sports Power,which listed the promotion of the prosperity and development of sports culture and the promotion of Chinese sports as one of the important sportsmanship.The strategic task of realizing the goal of China’s sports power.At the same time,along with the end of "much starker choices-and graver consequences-in planning" and "difference" period of the great rejuvenation of the Chinese nation the second the beginning of the one hundred target,how to reasonably planning the development of "difference" period,the development of sports industry in China with the development of high quality,how to further improve the competitiveness of the Chinese sports culture,promote the spread of sports culture,is an important task of China’s sports planning and development.In addition to the rise of the current technological revolution and the continuous development of new media and other technologies,science and technology can also enhance the power of sports development.As an important part of physical culture in China,college physical culture should undertake the important task of promoting the development of physical culture.Therefore,under the background of the rapid development of information technology in the era of new media,it is necessary to explore new strategies to inherit and disseminate college sports culture.The construction and development of sports culture in our country are extremely urgent.This paper uses literature,questionnaire survey,field investigation,mathematical statistics and logical analysis.First of all,it combines the theories of new media,communication and university sports culture to analyze the connotation,characteristics and significance of the communication of university sports culture under the environment of new media.The method and process are analyzed and discussed,the communication of sports culture is divided into four elements: subject,object,technology and environment,and the communication model is further constructed.Secondly,taking the undergraduates of Harbin University as the survey object,the actual situation of the dissemination of university sports culture in Harbin University under the new media environment is an exploration: on the one hand,new media has expanded the main types of university sports culture dissemination in the region;enriched The information content of college sports culture;expand the audience size of college sports culture dissemination;expand the channels and forms of college sports culture dissemination,and provide a major opportunity for college sports culture dissemination.On the other hand,new media has weakened college students’ sense of identity with mainstream sports culture to a certain extent;weakened the dominant position of traditional college media;increased the difficulty of college sports-related education management;intensified college students’ sports social phenomenon and reduced The sports awareness of teachers and students in colleges and universities has accelerated the loss of some college sports culture and created certain obstacles to the sustainable development of college sports culture.In addition,through further analysis,it is believed that the negative impact of the dissemination of sports culture in colleges and universities in Harbin under the new media environment is mainly due to the current weak awareness of the main body of sports culture dissemination in colleges and universities;the influx of a large amount of sports information content;The construction of "local" communication platforms is lagging behind;factors such as dependence on new media tools have caused some problems in the dissemination of college sports culture in the new media environment.Finally,the promotion strategy of college sports culture dissemination under the new media environment is put forward.It is suggested to promote the promotion strategy of college sports culture communication in the new media environment from four aspects: communication subject,communication object,communication environment,and communication technology.Strengthen the awareness and guidance of the main body of sports culture dissemination in colleges and universities;cultivate the media literacy of the main body of sports culture dissemination in colleges and universities to improve the cultural connotation of college sports culture dissemination.The dissemination object should enrich and standardize the content of sports culture dissemination;improve the form of dissemination of college sports culture;increase the influence of college sports culture dissemination.In terms of communication environment,establish a college sports culture communication management team;establish a related system for college sports culture communication;improve the network supervision and feedback system of college sports culture communication;in terms of communication technology,establish a diversified college sports culture communication network platform;Optimize the platform performance of college sports culture dissemination;improve the accuracy of college sports culture dissemination.