Abstract

Beijing 2008 Olympic Sport Meeting provides an important development chance for China，Beijing，and the development of Sport Life to Universities Students in Beijing. The reasons are that they are main group in participation the Beijing 2008 Olympic activities and they are beneficiary. The questionnaire survey is the main method through the Beijing university students to open out the influence of the Beijing 2008 Olympic Propaganda by Mass Communication to the Sport Life of University students，to describe the behavior，the characteristics of process effect，the research investigate and analyze from each part by combining the research methods of fix quantify and determine the nature. It will provide some evidence and references for Olympic Education by mass media to Beijing university students，optimizing Olympic culture surrounding and related researches. The conclusions are as following aspects：

1. With the increasing of the Beijing 2008 Olympic Propaganda by Mass Communication after successful application Beijing 2008 Olympic Sports Meeting，the influence to Beijing university students is unprecedented and profound.

2. In the aspect of mediums，Internet has get involved the student＇s daily life and played an active role to publicize Beijing 2008 Olympics with the traditional mediums together such as TV，Newspaper，Broadcast，Books.

3. University students are showing different behavior and consciousness of contacting mass medium with the characters of variety，equilibrium，ration which comprise the prominent features of Beijing Olympic Culture.

4. With the coming of Beijing 2008 Olympic Meeting，the strength of propaganda should increase，and people are paying more and more attention to it. University students are showing more and more needs to Olympic Information in quantity and quality aspect with different mediums，and requirements of participation.

5. Beijing 2008 Olympic Propaganda by Mass Communication has positive influence to the sport life of university students in sport attitude，sport interest，view of opinion of sport value，and manner of physical activities. Species and contents of mediums restrict the degree of influence.

6. Setting down some correspond policies of mass communication is necessary as suggestions to guidance the view of opinion of sport value and behavior. To make Olympic Education system by mass media and to come into being a healthy mediums Olympic culture surrounding to Beijing university students，and to optimize Olympic culture surrounding depend on all society effort.

Key words：Beijing 2008 Olympic；Propaganda by Mass Communication；Beijing university students；sport life；influence