The Communication of Ethnic Traditional Sports Culture in the New Media Environment Value Implications, Practical Limitations, and Strategies for Solution

Abstract

In the new media era, the dissemination of national traditional sports culture with the help of new media technology is of great significance to the prosperity of national traditional culture and the enhancement of cultural soft power. It uses the literature method and logic combing method to study the communication of national traditional sports culture in the new media environment.it is believed that it has the value of enriching the popular culture and enhancing cultural identity, cultivating cultural confidence and improving cultural soft power, promoting the national spirit, and resisting cultural invasion. Under the new media environment, traditional national sports culture communication mainly faces the dilemmas of deviation in the positioning of communication content, loss of talents in the main body of communication, inherent insufficiency of the communication field, and internal and external extrusion in the communication environment. It is proposed that we should keep the core of the culture and maintain the true source of the culture, improve the training of talents and the inheritance method, improve the guarantee mechanism and build the cultural brand, and enhance the international discourse right by firming up the cultural self-confidence.