Research On Basketball Culture Communication Of Colleges And Universities In Western China Under New Media Era

At present,in the context of the new media era,the dissemination of sports culture has diversified value,and it is more meaningful to promote the dissemination of basketball culture in colleges and universities.With the advancement of technology,new media is developing rapidly as a new force.In the process of dissemination and development of college basketball culture,problems such as "the traditional media are not effective","the equipment and facilities are not maintained in time",and "the depth of the dissemination content is not enough" also appeared.In this context,using the advantages of new media to spread and develop college basketball culture is an effective measure to solve such problems.This paper takes five colleges and universities in the university town of Huaxi District,Guiyang City as the research object,and uses the literature method,questionnaire survey method,field inspection method,interview method,etc.The current situation of communication development,existing problems,communication paths,etc.,and put forward feasible suggestions for the subsequent development of communication.The research has drawn the following conclusions:(1)The dissemination of basketball spiritual culture in colleges and universities is insufficient,and the dissemination content lacks depth.(2)The source of dissemination of college basketball culture is limited to school officials,the source of dissemination is single,and the professional quality of the disseminator is insufficient.(3)The dissemination of college basketball culture is relatively traditional and lacks effective combination with new media.In view of the above conclusions,the following recommendations are made:(1)Increase the dissemination efforts,carry out multi-angle,all-round and in-depth dissemination of basketball culture,and promote the cultivation of basketball spiritual culture.Enrich the connotation of college basketball culture,expand its scope,and simplify the content of college basketball culture through multi-angle,all-round and in-depth publicity;Cultivate the basketball concept and basketball spirit of college students.(2)Improve the professional quality of the disseminators of basketball culture in colleges and universities and increase the source of dissemination.Provide training to staff in communication and build a perfect communication team;encourage teachers and students to use "Self-Media" to share their own experiences.(3)Expand new media channels.Multi-directional communication is carried out through mobile APP,We Chat public account and mobile TV,etc.,to strengthen real-time interaction with users,and to open a "new channel" for the communication of college basketball culture.