新媒体时代体育文化传播的创新模式与实践策略探究  

Research on the Innovative Models and Practical Strategies for Sports Culture Communication in the New Media Era

作　　者：杨璇 YANG Xuan(Shanxi Police Academy,Taiyuan,Shanxi Province,030401 China)

机构地区：[1]山西警察学院,山西太原030401

出　　处：《当代体育科技》2025年第3期92-95,共4页Contemporary Sports Technology

摘　　要：新媒体时代,体育文化传播迎来了重大变革。该文从背景与意义、现状分析、创新模式与实践策略3个方面,深入探讨了体育文化传播的全新格局,阐述了传统体育传播模式的局限性以及新媒体为体育文化传播带来的新机遇,并提出了以下策略:构建多元化的内容生态、短视频与直播融合传播、虚拟与增强现实技术联合应用、社交媒体营销以及游戏化传播等。希望这些策略有助于扩大体育文化的受众范围,增强传播效果,为体育文化的发展注入新动能。In the era of new media,the communication of sports culture has ushered in a major change.This paper deeply discusses the new pattern of sports culture communication from three aspects:background and significance,current situation analysis,innovation mode and practical strategy.It expounds the limitations of traditional sports communication models and the opportunities brought by new media for sports culture dissemination,and puts forward the following strategies:diversified content production,integration of short video and live broadcast,application of virtual and augmented reality technology,social media marketing and gamification communication.By using advanced technological means and interactive design,these strategies help to expand the audience of sports culture,enhance its dissemination effect,and provide new momentum for the development of sports culture.

关 键 词：新媒体时代 体育文化传播 创新模式 传播效果 

分 类 号：G812[文化科学—体育学]