Study on the Application of Multi-Communication Mode of Integrated Media in Revitalizing the Industrial Development of Rural Culture and Sports Sector

Abstract

The communication of rural culture and sports not only carries the inheritance and development of local culture but is also an important manifestation of rural revitalization and cultural self-confidence. With reference to the communication characteristics of information related to rural culture and sports, this paper combines traditional and new media to design a multimedia communication model for rural culture and sports. A three-stage DEA model, including the SFA model, is used to measure the development efficiency of the rural culture and sports industry under the multimedia communication model. It is found that after the implementation of the multivariate communication model of integrated media, the audience of rural culture and sports in Z city shows an increasing trend, and the social support efficiency index of rural culture and sports industry reaches 0.9770, which achieves a considerable communication effect. At the same time, the total output and added value of the industry in the field of rural culture and sports also increased rapidly, and its output value accounted for 43.64% of the total sports industry in 2023. The multifaceted communication model of integrated media designed in this paper is conducive to revitalizing the development of industries in the field of rural culture and sports, promoting the sharing of national culture as well as building a new era of rural economy.