Study On The Current Situation And Measures Of Communicating Olympic Culture In Our Country's Higher Institutions

Olympic culture has been communicated for a period of nearly 100 years. Especially in the time of Beijing hosting 2008 Olympics and the international trend of communicating Olympic culture in higher institutions, communicating Olympic culture in our country's higher institutions more vastly has become the need of the new time. So firstly this study used Tri-structure Theory of culture to study the scope of Olympic culture, considering that Olympic culture refers to the sum of material wealth, conduct system and spiritual wealth created in the process of practising Olympic Movement. Olympic culture is composed of 4 aspects: material level, conduct system level, spiritual level and its integration with the traditional culture in hosting countries, bidding countries and other countries and nations. Secondly, this study used references, interviews, investigations, questionaires, observations and statistics, made a thorough, deep and careful research on communicators, communicating content, communicating media, communicatees and communicating effect of Olympic culture in our country's institutions. The result shows that:1. The degree of what communicators in our country's institutions grasp on Olympic culture is low in a sense, needs to be improved.2. The Olympic culture communicating content in our country's institutions is quite obscure, needs to be clarified.3. The situation of Olympic culture communicating media in Chinese institutions is not optimistic. Not only the core media but also the non-core media haven't been made good use of.4. The degree of what communicatees in Chinese institutions understand on Olympic culture and grasp on Olympic cultural knowledge is not so good. needs to be improved, too.5. For the reasons mentioned above, the communicating effect of Olympic culture in our country's institutions is not optimistic.This study analyzed the current situation of communicating of Olympic culture in our country's institutions and figured out strategies to reinforce the communicating of Olympic culture in our country's institutions systematically.1. Reinforce organizing institution teachers to take part in the training course of Olympic culture, setting elective courses of Olympic culture for the institutions students majored in sport education and training.2. Reinforce research on Olympic culture communicating in higher institutions. Especially the research on communicating model and communicating content.3. Reform PE course in higher institutions, reinforce the Olympic culture elective course and band Olympic culture with other relative courses, sports activities, organize other campus culture and foster high level sportsmen to communicate Olympic culture.4. Try to cultivate the interest on sports and the passion on attending sports of students in higher institutions.5. Evaluate the communicating effect of Olympic culture in our country'sinstitutions, so as to improve the quality of communicating gradually. Finally this study advanced a "Hexagon Bilateral Interactive Communication Model" creatively and foreseeingly, filling in the blank of research on communicating of Olympic culture in our country's institutions and offering a brand new thinking way of communicating Olympic culture in our country's institutions. It surely has important theoretical and realistic signification for communicating Olympic culture in our country's institutions.