An Impact Analysis Of The Mass Media On Sports Lives Of Uygur Students In Xinjiang

As the important economic passage of the ancient Silk Road, Xinjiang is the area where Eurasia civilizations gather together. It is also the area where multi-language families such as Sino-Tibetan, Indo-European and Altaic language families coexist and influence each other. It is necessary for the mass media here to employ different languages. Meanwhile, Ugyur university students are the important group to develop Xinjiang Uygur Autonomous Region and make it stronger. But different norms of culture, concepts of value, customs and conditions of people and different norms of conduct make it difficult for the mass media to transmit the information of sports. Hence, taken the 700 Uygur university undergraduates from 7 universities in Xinjiang as subjects, this study investigates the sports that Uygur students take part in, the sports information they get through mass media and the interrelation between them. Knowing the characteristic of acquiring the information's significant to improve the effect of the sports transmission.The result shows that Uygur university students mainly depend on TV, radio and newspaper to get the sports news. They watch TV, listen to the radio and surf on net in Chinese, while they read newspaper, magzine and book in Uygur; The sports news ranks the third place among the information they acquire through mass media. Their national traditional sports news is got by means of magzines and books. Electronic media reports on the national traditional sports and their matches are limited and there are even less reports and lives on national sports meeting of the country and province; Uygur university students have various media motivation. The students of different ages and genders have different motivation. The chief motivation is to obtain knowledge and information and make their life colorful; Uygur students'interest, attitude and concept of value on sports are up to the public opinions on the sports news of mass media, sports education service and sports consumption culture; Their concept of sports consumption has been influenced by mass media, but from the perspective of their consumption behavior, their action and value orientation appears rather weak because of their rooted concepts and degree of education.