Abstract
With the continuous growth of the national economy and the continuous improvement of people's living standards, people put forward greater demand for spiritual and cultural life. Sports and people's daily life are inextricably linked. In order to achieve the maximum dissemination of sports culture in society, the relevant departments of China need to give full play to the role of new media technology, innovate and improve the means of sports culture dissemination, improve the social sports development system, and promote the stable and sustainable development of sports culture construction for all. This paper will further analyze and discuss sports culture communication in the new media era, aiming to provide scientific reference for the same industry.
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