Technology-Driven and Interactive Co-construction New Trends in the Language Communication of Sport Studies in the Digital Age

Abstract

This study aims to explore how technology drivers such as Artificial Intelligence Generated Content (AIGC), Big Data, and Virtual/Augmented Reality (VR/AR) are profoundly reshaping the paradigm of language communication in sport studies in the digital age, transforming the traditional one-way, elitist structure into a new mode characterized by discreteness, interaction, and empathy. The research finds that the changes at the symbolic level are reflected in the evolution of language toward multimodality, with data visualization (e.g., xG, VAR) becoming a core narrative. Furthermore, embodied communication, leveraging immersive technology, enables an in-situ experience , while the short video format contributes to the fragmentation and memeification of language. At the mechanism level, the communication logic shifts from broadcasting to dialogue; “bullet screen” (danmu) culture establishes an instantaneous communal frenzy based on the interaction ritual chain , and algorithmic recommendation intensifies the stratification of discourse into echo chambers. The integration of AIGC introduces a new paradigm of human-machine collaboration. At the subject level, discourse power tends toward decentralization : athletes construct first-person narratives via social media , and fan communities engage in semantic reconstruction of official texts through “textual poaching”. However, the technological boom is accompanied by risks such as emotional polarization, cyber language violence, a post-truth dilemma caused by deepfakes, and the risk of technological alienation stemming from over-reliance on data. This paper emphasizes that the core of the digital age lies in technology enabling efficiency and interaction reshaping power , calling for the establishment of a humanistic communication perspective to seek balance between technological rationality and the humanistic spirit of sport.