The Innovation of Communication Mode of Hunan Sports Culture in the Internet Era

Hunan culture is a unique cultural form in Hunan, and to some extent, it promotes the rapid development of the Hunan economy, which has a profound influence on the development of sports culture in the region. The Belo SMCR communication model is applied to the innovation of Hunan sports culture communication mode in this paper, and a system for evaluating the efficiency of sports culture communication is established. The DEA evaluation method is used to evaluate the relevant decision-making units affecting the dissemination efficiency of Hunan sports culture, and the Tobit model is introduced to analyze the influencing factors of the dissemination efficiency of Hunan sports culture. With regard to the dissemination efficiency of Hunan sports culture, the data from 2012 to 2019 are used as an example, and it is verified in terms of output redundancy, regression results and mediation effect. The results show that the redundancy of the output of Hunan sports culture on a spatial basis reaches 90.36%, the correlation coefficient of the technical input in the comprehensive efficiency of dissemination is 0.665, and there is an intermediary effect of the local culture industry on the dissemination efficiency of Hunan sports culture, with an R2 fitting value of 0.357. Creating diverse dissemination channels through the use of new technologies is necessary to effectively enhance Hunan sports culture's communication influence in the Internet age. © 2023 Cong Guo.