Research On The Current Situation And Strategy Of Traditional Sports Culture Media Communication In Shaanxi Province

China’s traditional sports culture is an integral part of the gorgeous and colorful Chinese culture.Shaanxi traditional sports culture has a long history and has a certain position.This paper aims to summarize and study the advantages and characteristics of traditional sports culture in Shaanxi Province,as well as the difficulties faced by the media in disseminating Shaanxi traditional sports culture.Combined with the background of great changes in the current media communication form and mode,this paper discusses the communication methods,countermeasures and suggestions to promote the inheritance,promotion and development of Shaanxi traditional sports culture.Taking the dissemination of traditional sports culture in Shaanxi Province as the research object,this paper uses the relevant knowledge and methods of journalism,communication and traditional sports culture,combined with the current situation of the development and dissemination of traditional sports culture in Shaanxi Province,traces its cultural composition and characteristics,studies its advantages and disadvantages,combs the evolution context and functional advantages and disadvantages of communication methods,and explores the path and strategy of effectively disseminating traditional sports culture by integrating and exploiting the advantages of old and new media.Using the methods of literature,mathematical statistics,questionnaire and case analysis,this paper fully grasps the current situation of the dissemination of traditional sports culture in Shaanxi Province,provides a relatively objective and quantitative index basis for the dissemination of traditional sports culture,analyzes and judges its development trend and puts forward suggestions.Based on the investigation and analysis of the current situation and Strategy Research of traditional sports culture media communication in Shaanxi Province,the following conclusions are drawn:（1）The traditional sports culture of Shaanxi Province is the spiritual and cultural wealth to show the social and historical evolution.Culture needs to be cultivated and spread.Spreading the traditional sports culture of Shaanxi Province is conducive to personal fitness,fitness,entertainment and relaxation;It helps to carry forward national culture and promote cultural exchanges;Contribute to social and economic construction and promote social harmony.（2）Shaanxi’s traditional sports culture has rich connotation and the uniqueness of the Chinese nation,and should be effectively disseminated by the media.However,in the sports information disseminated by the media at this stage,sports events,sports stars,sports news and other contents are more concerned by the public.A large part of the audience believe that the current communication of Shaanxi’s traditional sports culture is not enough to meet the demand.（3）Traditional media and new media can be used according to their own characteristics.Newspapers and periodicals have the advantages of high credibility,strong explainability and strong authority,but at the same time,they have some disadvantages in communication,such as weak timeliness,single form of expression,poor sense of scene,need delivery assistance and so on;Broadcasting has the advantages of timeliness,convenient information reception and cross time and space,but at the same time,it has some shortcomings,such as weak retention,poor selectivity and easy to distract the attention of the audience;TV has the advantages of strong sense of scene,both audio-visual,great influence and not limited by educational level,but at the same time,it has weaknesses such as difficult production and high cost;New media has the advantages of strong timeliness and good interaction,but at the same time,there are some deficiencies in the communication,such as miscellaneous information and interfering with the attention of the audience.（4）There are some problems in the dissemination of traditional sports culture in Shaanxi Province,such as the low attention of the audience and the media to the traditional sports culture,the insufficient government investment,the closed restriction of the traditional sports culture in Shaanxi Province,the impact of modern competitive sports and so on.In this regard,we should strengthen efforts to solve the problems from the aspects of studying and excavating the connotation of sports culture,enhancing government policy and financial investment,mastering the cultural and spiritual needs of the audience,innovating technical means and cultivating professionals.