Opportunities, challenges and paths for Chinese winter sports culture communication in the new media age YU Peng-fei，WANG Qing-jun
（School of Physical Education，Nanjing Normal University，Nanjing 210023，China)
Abstract: By means of literature data, text analysis, induction and deduction, the authors explored opportunities, realistic difficulties and development paths for winter sports culture communication in the new media age, and re-vealed the following findings: new media provide important opportunities for expanding the subject and user scopes of winter sports culture communication, extending communication channels and forms, and enhancing communica-tion discourse; in the mean time, communication forms of the new media age itself, such as fragmental communica-tion, spoof narration and content inundation etc., also impact the power of communication, influence and effect of winter sorts culture communication. Based on these, the authors put forward the following paths for Chinese winter sports culture communication in the new media age: build a winter sports communication platform, shape brand events and enhance user royalty; refine user precise communication; highlight different regional winter culture fea-tures; innovate in conceptions and enhance interest, build a winter sports culture industry chain. Key words: sports communication；winter sports culture；new media age；Beijing Winter Olympic Games 2022