体旅融合背景下乡村体育文化传播的本土实践与反思OA北大核心CHSSCDCSSCICSTPCD

Taking typical cases of village BA and Village Super League in the dissemination of rural sports culture as examples,this paper explores the construction process of media communication on rural sports culture under the integration of sports and tourism,as well as the local practice of rural sports culture dissemination.Research found that rural sports culture has multiple values such as innovating the inheritance mechanism of rural sports culture,enhancing rural economic vitality,and meeting the healthy living needs of rural residents;The media mainly constructs rural sports culture through spatial upgrading,building sports communities,and consolidating collective emotions.The dissemination of Chinese village competitions reflects the local practice of rural sports culture dissemination under the integration of sports and tourism through three aspects:the integration of mainstream media perspectives and village perspectives,the all-media creation of rural sports culture dissemination,and the extension of sports+local symbols.Currently,in the context of Chinese characteristic rural culture,exploring the development of Chinese characteristic rural sports and the dissemination of sports culture,we should be vigilant against capital constraints and integrate local and competitive characteristics;Prevent excessive entertainment and take care of national fitness and health issues;Avoid homogenization of content and share the story of rural sports in China by good communications.In the future,driven by the internal driving force of rural sports culture dissemination,research on Chinese village competitions still needs to be dynamically and continuously promoted.The regional differences and challenges brought by technological development in the integration of sports and tourism research need to be given attention.