| Micro-blog has developed for two years, since Sina lauched the closed beta version. In these two years, micro-blog was growing rapidly and has become very hot and known to all of us, which was in obscurity and underrated, initially. The development pattern of Micro-blog is valuable for us to explore. The driving force of micro-blog, which is very meritorious to Sports News dissemination, is indispensable, because of the characteristics including involvement of everybody, updating timely, good interactivity and so on, which is catering the requirement of transmission of Sports News.In this paper, many methods such as consulting document literature, survey and interview, comparative analysis and data analysis etc., were all used to analyze and investigate this new thing—Sports Micro-blog comprehensively and systemically, from different emphases containing the definition, function, characteristics and current situation etc..Meanwhile, in order to reflect the characteristics of micro-blog, some questions such as the relations between blog and micro-blog, the estimation and current situation of domestic and overseas micro-blog etc., should be analyzed, because blog and micro-blog come down in one continuous line, and so do domestic and overseas micro-blog. Through solving questions above, their characteristics and advantages can better summarized, and the final results can obtained from the original reasons, by analyzing the reasons why micro-blog emerges and the current situation of micro-blog.Using the data gained from CNNIC, WanRui data, DCCI, Erin market consultation etc., the transmission range and effect and other aspects of micro-blog especially Sports micro-blog, can be analysed. The convincible conclusion can be drawn, with the quantitative method basis on the qualitative analysis.In order to comprehend the operating mode and the transmission effect of micro-blog system affiliated to web portals, the original intention and expectation before sports organizations or individuals use micro-blog, the feeling, effect and shortcoming after they have used it, the interviews for news directors (belong to sports organizations or athletes) who edit the micro-blog of web portals or have registered micro-blog ID, were planning to do, especially. The first-hand information about micro-blog development, operation, how to depend on and use micro-blog, can be obtained and analyzed, then the advantages and problems in development of micro-blog can be summarized.Association with the news of the 2010 World Cup in South Africa reported by network media, the most deep and accurate research can be achieved by taking the reports to World Cup from micro-blog section of major web portals as a fresh example and deeply analyzing it. All above can help to achieve the research of the driving force of micro-blog to sports news'advance and the analysis and prediction of the development trends of sports micro-blog.Finally, based on the systemic analysis and research to the reasons why micro-blog emerges, its current situation, function, and characteristics, the inevitability of micro-blog emergency can be summarized, and the breakthrough and drawbacks in information dissemination especially in sports news dissemination by micro-blog,can be found. The development characteristics and conditions of micro-blog, the new transmission model, can be grasped, and how to make micro-blog play an important role in information dissemination will be discussed. |
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