Frontiers in Sport Research, 2024, 6(4); doi: 10.25236/FSR.2024.060426.
Shibo Ling1, Keyan Zhao2
1School of Physical Education, Dongshin University, Naju, Korea
2School of Sports Science, Anshan Normal University, Anshan, China
With the rapid development of digital technology, sports communication has undergone profound changes on a global scale. This paper aims to explore the theoretical basis and practical application of sports communication in the context of the digital age. By analyzing globally renowned sports events, athlete personal brand marketing, and emerging digital platforms and social media tools, it reveals the impact of digital technology on sports communication strategies and effects. Research has found that digital platforms not only greatly expand the scope of sports content dissemination, but also deepen the influence and interactivity of sports events and personal images on a global scale. This paper comprehensively analyzes the profound impact of these changes on traditional sports media, sports marketing, and audience participation, as well as the possible development trends of sports communication in the future digital age.
digital era, sports communication, social media
Shibo Ling, Keyan Zhao. Research on Sports Communication Theory and Practice in the Digital Era. Frontiers in Sport Research (2024) Vol. 6, Issue 4: 164-168. https://doi.org/10.25236/FSR.2024.060426.
[1] Sun J L. Evolution,Internal Logic and Development Path of Sports Communication in Digital Era [J]. Journal of Wuhan Sports University, 2023, (8):19-24.
[2] Bai W L, Zheng Q. Sports Visual Communication in the New Media Era:A Study on the Impact and Countermeasures of Digitalization,Social Media and Virtual Reality [J]. Bulletin of Sport Science & Technology, 2023, (12):190-194.
[3] Zheng W P, Wang Q J. Characteristics and development trend of sports events in "Internet plus" era [J]. Journal of Shandong Sport University, 2016, (6):32-36.