Research On The Characteristics Of Cultural Communication Of Basketball Sneakers In China Under The Environment Of New New Media

Going back a hundred years,the cultural dissemination of basketball sneakers has been carried through different media such as text,electronics,paper,and the first generation of the Internet.Different from the traditional media,the cultural communication of basketball sneakers in the new media has undergone many changes in content and form.Using the methods of literature,case analysis,logical analysis,and comparative research,this paper mainly studies the content and form characteristics of basketball sneaker culture communication in micro-platforms,video short video platforms,and virtual community e-commerce platforms.The micro-platform uses specialized content production and the dissemination of real-time fragmented information to interpret information related to basketball sneakers.The media in the micro-platform help the dissemination of basketball sneaker culture by describing elite basketball players’ will to fight,background background,player personality,etc.For the cultural communication of basketball sneakers,the micro-platform mainly focuses on product release notices and offline communication with audiences,showing the characteristics of cultural communication such as equality between the sender and receiver,and the accuracy of communication.The communication of basketball sneaker culture by video media presents basketball sneaker culture based on the communication form of user-owned content production and pan-entertainment expression.Sports brands on video platforms use video immersive advertisements and endorsements from opinion leaders to promote the cultural dissemination of basketball sneakers.The video media’s communication of basketball sneaker culture mainly focuses on the use of basketball sneakers and the sharing of basketball sneakers,showing the characteristics of communication between the sender and receiver,and the communication led by opinion leaders.The virtual community e-commerce platform has created a new interactive environment for basketball sneaker consumption culture through one-stop,virtual technology application and other communication forms.The virtual community e-commerce platform promotes the cultural dissemination of basketball sneakers with social symbols and consumption symbols.The cultural communication of basketball sneakers on the virtual e-commerce platform takes the consumption of basketball sneakers and the socialization of basketball sneakers as the primary content,showing the characteristics of the communication between the two parties,and the personalization of basketball sneaker purchases.To sum up,the cultural dissemination of basketball sneakers in the new and new media environment reflects the characteristics of education,life,entertainment,and health.（1）Opinion leaders guide the audience on the value judgment criteria of basketball sneakers,strengthen the audience’s scientific and technological cognition of basketball sneaker culture,and realize educational features;（2）New media make basketball sneakers out of the basketball arena and pour into daily life,emphasizing The life characteristics of basketball sneaker culture;（3）Entertainment stars strongly lead the dissemination of basketball sneaker culture,and enhance the vitality of sports apparel culture with entertainment to increase traffic,presenting the characteristics of entertainment;（4）Communicators promote basketball foot injuries Prevention awareness,and urge basketball participants to systematically choose basketball shoes that are suitable for themselves,reflecting the characteristics of health.