Opportunities and Challenges for Sports Culture Communication in the Digital Media Era

Abstract

The digital media revolution is a technological revolution of the sports culture communication. The application of digital media, and its characteristics, such as immediacy, interactivity and multimedia integration, has changed the way in which the sports culture communicates, and has facilitated innovations in the means of communication and promotion of different values of sports culture. Other problems like information overload, copyright issues and cultural identity issues also put a strain on the scope and richness of sports culture communication. In order to offer a theoretical basis on how to create an effective and inclusive system of sports culture communication, this paper explores the nature, processes, innovation paths and challenges of sports culture communication in the digital media age.