Digital Technology Drives Changes in the Communication Order of Hunan Sports and Culture

Abstract

In the rapid development of digital technology, it has become urgent to explore the order change and development strategy of sports culture communication. This study extracts and analyzes the factors affecting the order change of sports culture communication through partial least squares regression and nearest neighbor component analysis. It was found that between 2016 and 2023, the communication channels, contents and audience order of sports culture in Hunan changed significantly, in which the traditional media communication accounted for 82.52% in 2016, while 81% of the residents accessed sports information through WeChat (26.22%), microblogs (27.73%), and computer webpages (26.78%) in 2023. In 2018 and 2019, the proportion of sportsmanship culture in the overall sports culture communication content is 40.77% and 38.87%, respectively. The development suggestion model in this paper provides an essential reference for the future order change of sports culture communication in Hunan region.