Study on New Media Communication Strategy of Traditional Chinese Sports

摘要

Recent years have witnessed the thriving of new media technologies which serve as a medium connecting multiple industries and fields and have become a key factor in the new phase of China’s social transformation. As an essential part of China’s sports industry, traditional Chinese sports is crucial for realizing China’s ambition of becoming a major sports power. Nevertheless, influenced by western modern sports since modern times, the development of traditional Chinese sports has remained slow or even stagnant. This paper elaborates the development trend of China’s new media through literature review method and logical analysis. It also proposes the means of promoting traditional Chinese sports in the context of new media while taking into account existing communication problems, with a view to shedding light on the communication of traditional Chinese sports from the perspective of new media.