Research On Propagation Characteristics Of Sports Science Communication And Popularization Under New Media Environment

Nowadays, since sports has become an indispensable part of the public daily life in China, sports science communication and popularization plays a vital role. And compared with the approach of traditional media, sports science communication and popularization on new media platform shows brand new propagation characteristics and certain advantages, providing more advancement for the propagation effect of itself under the new media environment.Taking sports science communication and propagation as research object and using various methods, such as method of documents, content analysis method, case study method, this paper defines sports science communication and propagation as a process during which suitable communication media and activities are applied to promote the public developing awareness of sports science, improving sports skills and inheriting sports culture in their sports participation in order to implement all kinds of social functions of sports. On the basis of building the three-level knowledge structure of sports science communication and popularization, this research also sums up five main contents of it, for instance, sports injury and recovery, to solve the problems "how to play games" and " how to watch games" the public encounter when participating in sports.From the perspective of communication, the propagation process of sports science communication and popularization as well as the platform effect of new media on it are interpreted in this paper. Then this research analysizes the propagation characteristics of sports science communication and popularization under new media environment from two aspects, such as practice sports and spectator sports, after listing existing implementation means of sports science communication and popularization on new media platform. At last, Hupu network is taken as a case for further discussion.