Research On The Communication Of Liangshan Yi Traditional Sports Culture Under The New Media Environmen

The Yi ethnic group is an ancient ethnic group with a long history and diverse cultures,mainly scattered in Sichuan,Yunnan,Guizhou,Guangxi,and other places in southwest China.After thousands of years of vicissitudes,the Yi people have gradually formed a rich and colorful traditional ethnic sports culture,among which Liangshan Prefecture,the largest inhabited area of the Yi people in China,has a distinctive ethnic representation.However,the traditional sports culture of the Liangshan Yi ethnic group based on traditional communication methods has not shown its unique value and charm.Therefore,this study,from the perspective of new media,aims to explore the way to spread the traditional sports culture of the Liangshan Yi ethnic group through new media by combining the emerging communication methods of new media with the traditional sports culture of the Liangshan Yi ethnic group.Then,taking Liangshan Yi traditional sports culture as the research object,using research methods such as literature review,field research,and interviews,this study preliminarily explores the current situation and communication difficulties of Liangshan Yi traditional sports culture,and proposes new media related strategies and ideas for the dissemination of Liangshan Yi traditional sports culture based on its characteristics.Research findings:1.The traditional sports culture of the Yi people in Liangshan is mainly derived from the production and life,sacrificial activities,military activities,etc.of their own ethnic group,and has a profound ethnic imprint,which is of considerable value and significance for the entire Liangshan region.2.According to the survey,Liangshan Yi traditional sports related content is mainly active in festivals,performances,competitive competitions,fitness activities,and other occasions,but its frequency and impact are very limited.Therefore,based on the analysis of the framework constructed by Lasswell’s "5W" communication model,it is found that the main reasons are: lack of communication subjects,limited communication methods,single communication content,limited communication scope,and lack of new media platforms.3.Based on the local actual situation and relevant research findings,new media can provide a good communication impetus for the communication difficulties of Liangshan Yi traditional sports culture.Aiming at the practical difficulties and combining the advantages of new media,this paper proposes a new media communication strategy for Liangshan Yi traditional sports culture: creating multiple communication subjects,optimizing communication content,innovating communication forms,improving audience cultivation,and paying attention to audience needs.It is a long-term task to study the communication of ethnic traditional sports culture,which needs to be closely combined with the development of the times,this paper briefly expounds the related industries,city image,market supervision,international discourse power and so on,and provides a new direction for the future development of ethnic traditional sports culture.In a word,the current communication dilemma of Yi traditional sports culture in Liangshan is the motive of this study,and the primary goal of this paper is to explore the new media communication path from the current communication dilemma,according to the investigation and research,the author also put forward relevant strategies,but due to the author's limited ability,there are still some deficiencies in this study,the author will carefully revise and improve according to the opinions of the paper review teachers and tutors,and in the future to continue to concentrate on learning,make up for deficiencies.