Journal of Higher Education Research

The rapid rise of short video platforms is redefining the way and connotation of mass sports communication. This study analyzes the positive effect of short video on sports communication and discusses the potential of building sports community from four aspects of sports promotion, popularization of fitness culture, promotion of unpopular sports projects and promoting national fitness. Then, the strategies of promoting content specialization, optimizing algorithm recommendation mechanism, strengthening content supervision and online and offline linkage are put forward. The research found that short video is not only an important tool for sports culture communication, but also shows a unique value in the development of national fitness and sports industry, and is expected to further shape the future of sports communication under the promotion of technological progress.