新媒体时代网球文化传播路径研究

伴随着新媒体时代到来,网球文化的传播路径也在不断的拓展,本文运用文献资料法和传播学的相关知识,以网球文化为研究对象,对其传播的特性、路径以及路径的发展策略进行深入研究。认为,网球文化具有历史继承性、元素相融性和发展时代性;网球文化传播的路径主要有传统媒体、新媒体、学校体育、消费市场和网球社团;网球文化传播路径的发展策略主要包括传统媒体传播功能创新、新媒体对网球文化传播内容进行完善、消费市场打造特色网球文化品牌和学校、社团对网球文化资源开发利用。

Study on the Transmission Path of Tennis Culture in the New Media Era

With the arrival of the new media era,the spreading path of tennis culture is expanding constantly.Using the relevant knowledge of literature and communication,taking tennis culture as the object of study,this paper deeply analyzes the characteristics,path and path development strategy of its dissemination. It holds that tennis culture has the characteristics of historical inheritance,fusion of elements and development of the times,and the ways of tennis culture transmission are mainly traditional media,new media,school sports,consumer market and tennis club. The development strategy of the tennis culture communication path mainly includes the traditional media communication function innovation,the new media carries on the perfection to the tennis culture communication content,the consumer market creates the characteristic tennis culture brand,as well as the school and clubexplore tennis culture resources.