Study on Optimizing the Communication Path of Hunan Sports Culture Based on the Information Diffusion Model

This paper takes the dissemination of Hunan sports culture as an example and analyzes its characteristics and development process in depth. By combining the continuous bag-of-words model and the Word2Vec model constructed by Skip-gram algorithm, this study determines the word vectors of the text data. It introduces the LDA theme model to reveal the implicit theme information in the document set. Based on this, a theme model of Hunan sports and cultural communication that mimics the spread of infectious diseases was constructed. By analyzing the information and comments collected from 2016 to 2020, this study identifies the theme keywords and explores the intensity change, sentiment tendency and drift path of different themes. The results showed that “spiritual and educational values” had the most remarkable combined intensity during the study period, with an average of 1.09, while “social values” increased over time, reaching a maximum intensity of 1.14 in 2020. A more pronounced negative sentiment characterized 2016-2018, 2018-2020 was marked by a more pronounced negative sentiment, and 2018-2020 by a more pronounced negative sentiment. Emotions were more significant, while positive and neutral emotions were more prominent in 2018-2020. Based on these findings, it is recommended to increase economic development and promote the spiritual connotation and educational value of Hunan sports culture through diversified communication to enhance the city’s soft power.