Mass communication horizon, live transmission of sports intangible cultural heritage - Based on the theory of mass communication agenda-setting function

Objectives: The living inheritance of intangible cultural heritage of national traditional sports is a grand project with historical value and cultural value. In this process, the mass media will play a vital role in the dissemination and propaganda of intangible cultural heritage of national traditional sports. It is possible to achieve the living inheritance of intangible cultural heritage of national traditional sports by building up the basic consciousness of protecting intangible cultural heritage of national traditional sports. Therefore, how to utilize and play the role of mass communication will be an important issue in the inheritance of intangible cultural heritage of national traditional sports, and the theory of “agenda setting function” in mass communication is a thought worthy of special attention. Methods: Through the method of documentation and case analysis, this paper uses the theory of Agenda-setting of mass communication to analyze the main problems of the intangible cultural heritage of national traditional sports at the present stage, and puts forward the solutions to the dilemma of the intangible cultural heritage of sports through the traditional agenda-setting and the Agenda-setting of netizen respectively. Results: Finally, it is concluded that in our social environment, we should make full use of the agenda-setting function theory to guide social capital investment, policy-oriented propaganda and public attention, thus providing a new way for the protection and inheritance of sports intangible cultural heritage in China. Conclusions: Protecting and inheriting the intangible cultural heritage resources of traditional national sports, giving full play to the government-oriented role, using the agenda-setting function theory of mass media, guiding the mainstream modern network media, building its database, maximizing the advantages of various media, forming a three-dimensional communication mode of multimedia coordination, and enhancing the breadth and dimension of communication.