“微”环境下的传统体育文化传播研究——以传统体育养生文化为例

The Study of the Transmission of Chinese Traditional Sports' Culture in the Context of ‘micro'Era——Take the Chinese traditional health- preserving sports as an example

以传统体育养生文化的新媒体传播为研究对象,采用文献资料法与数据分析手段,分析了传统体育养生文化的社会需求、传播现状以及微信这一互联网平台的传播机制,并指出当前传统体育养生文化的新媒体传播存在的问题:网站编辑并未与时俱进;"微"媒体平台呈现传播空白;传播内容与主要受众的对接错位。在以微博、微信作为传播媒介代表的"微"时代背景下,旨在探索传统体育养生文化在新媒体上的传播方式转型,并在此基础上,对传统体育养生文化的微信传播提出相应策略:用户至上,精心构建微信服务号入口平台;携手企业,走垂直服务的新路。

With the rise of the smart terminals, it has become a social reality to connect everything with the internet. With this backdrop, according to related literature and statistic data, this paper focused on the new media communication of Chinese traditional health - preserving sports. After introducing the social needs and current transmission situation of Chinese traditional health -preserving sports, as well as deeply analyzing the transmission mechanism of Wechat, the most influential platform of Chinese internet media, the article in- dicates that nowadays there are still some problems existing in new media communication of Chinese traditional health - preserving sports ： the out - dated style of the Web editing, the vacancy of the transmitting contents in mobile medias, and the ambiguous audience localization. In the context of ＇ micro ＇ era which is represented by the popularity of Weibo and Wechat, the paper aims to explore the transformation of the communication method of Chinese traditional healthpreserving sports in internet media, and on this basis, propose some strategies as follow ： Build a service platform on Wechat with the principle of users first ; Provide personalized vertical service with the help of entrepreneurs to enhance the impact.