An Analysis Of Media Communication Patterns In Mass Sports Brand Events

At present, mass sports is growing fast. This paper use contentanalysis and expert interview method, in the case of “Yu Lin Zheng Ba” badmintonmatch which was held by Red Bull, to research the media communication mode ofbrand amateurish sporting events. The results of the study are as follows: The organizerplay a dominant role in the communication mode, The organizer provide main mediacontent, the media communication mode depend on the media choice of organizer. Onthe media side, Television, newspapers, websites and other mass media report the brandamateurish sporting events only when they receive money, which is short ofpotentialities. Part of the new media is more active，new media reporting brandamateurish sporting events will become a trend.Specific to the “Yu Lin Zheng Ba”,“Tube do separation”is the basics of themedia communication mode of “Yu Lin Zheng Ba”. Because of greater inputon traditional media from Red Bull, traditional media provide A lot of original content.The official website presents the official original reporting, the video reports of whichare very professional. There are some special webpage in the large portals, but thecontent from portals are Reprint. On the new media side, the match’soriginal video from new media is excellent, but Red bull didn’t pay attention to it. Onthe micro-blog side, the “Yu Lin Zheng Ba” official micro-blog make the most ofmicro-blog’ interactive features, increasing it’s popularity by forwardingother micro-blog.To this end, I wish to make the following suggestions. Organizer should attachimportance to new media, such as trying live broadcast with the new media. What’smore, organizer should try to make amateurish sports stars. Government shouldencourage new media participating in the report. New media should make the most ofbrand amateurish sporting events, trying live broadcast and mobilephone client service. The traditional media should raise the awareness of socialresponsibility, and increase coverage of amateurish sporting events. Television can try toreport amateurish sporting events in the people’s livelihood channel.