新时代背景下大学校园体育文化的传播要素与传播策略分析

Analysis of Communication Elements and Communication Strategies of University Campus Sports Culture in the New Era

采用文献资料法,从传播要素的角度对大学体育文化在校园中传播者、传播内容、传播媒介、受众等基本要素进行分析。研究认为:体育文化是校园文化中独特的亚文化,体育文化在高校存在持续传播困难、活动单一、创新性不强等问题。为学生“赋权”,作为校园主体学生的体育文化信息交互与再创造,是推动校园体育文化品牌塑造和可持续发展重要因素。建议:完善校园体育文化的制度层面、精神层面、物质层面的建设;以学生主体构建文化制度;丰富文化内容,打造校园品牌;充分利用新媒体,注重文化精神传播和打造体育偶像等。加大体育文化在学生间的接触与交流,从而推进校园体育文化传播的创新。

By using the method of documentation,the dissemination,contents,media and audiences nanjing normal University's sports and cultural activities are analyzed from the perspective of dissemination elements.The study considers that sports culture is a unique sub-culture in campus culture,and sports culture in Colleges and universities has some problems,such as continuous communication difficulties,single activities,lack of innovation,and so on.In view of the problems of communication elements,the dissemination strategies are put forward,and the dissemination paths of campus sports culture at the institutional,spiritual and material levels are improved.To make full use of the new media to spread culture and create new paths such as sports idols is conducive to better contact and exchange of sports culture among college students,thus promoting the innovation of campus sports culture communication.