An Empirical Study Of Ritual Communication On Strengthening Cultural Identity Of Ice And Snow Sports

In order to promote the development of ice and snow sports in China,in March 2019,the State Council issued the opinions on vigorously developing ice and snow sports with the 2022 Beijing Winter Olympic Games as an opportunity,emphasizing once again the importance of popularizing ice and snow sports culture.Thus,ice and snow sports culture has become an important part of the development of ice and snow sports in China.Similarly,the development and popularization of any kind of culture can not be separated from identity.As a key variable of the popularization of ice and snow culture in our country,the identity of ice and snow culture has attracted the attention of scholars.To strengthen cultural identity can not be separated from the dissemination of media.The "stability" and "authority" of media is the fundamental to strengthen the cultural identity of ice and snow sports in China.Based on the ritual concept mode of James Kerry communication,this paper studies the influence of TV ritual communication on the cultural identity of ice and snow sports.On this basis,in order to better understand the effect and path of its influence,this paper uses the combination of qualitative and quantitative research methods,questionnaire survey and structural equation to conduct empirical research on the relationship between TV ritual communication and ice snow sports cultural identity.This paper is divided into three parts: the first part mainly includes the proposal of research questions and literature review;the second part mainly focuses on the theory of TV ritual communication,according to its characteristics and functions,to establish the relevant dimensions for the following empirical research;the third part is also the core part of this paper,through interviews and the collection of the scale,the preliminary preparation and formation of the scale The corresponding questionnaires are pretested,and formal questionnaires are formed by using descriptive analysis,reliability test,exploratory factor analysis and other methods;the structural equation modeling method is used to deduce and complete the model construction of ice snow cultural identity and the influence mechanism of TV ceremony communication based on the mature model andclassic theory,and then empirical test is conducted according to the research hypothesis.Combined with the above research,the conclusion is as follows:(1)According to the existing research results and scales,the TV ceremony communication and cultural identity scale was developed by means of pre-test and data analysis.(2)On this basis,it is verified that the cultural cognition of TV ritual communication and ice snow sports has a significant impact on the audience's cultural identity of ice snow sports,and that TV ritual communication is an important antecedent variable affecting the cultural identity of ice snow sports.(3)The structural model of the influence mechanism of TV ritual communication on ice snow sports cultural identity is a relatively simple and well fitted model.