The Research About The Motivation To Use Sina Weibo By Chinese Sports Journalists

In the trend of Media Convergence, as a new information source, micro-blog has become the most important information source in the Internet Age. Sports news is very popular nowadays, and Sina Weibo is a representative micro-blog. The theories of Uses and Gratifications, Needs and Motivation, Gatekeeper and Media Convergence were used to research the motivation to use Sina Weibo by Chinese sports journalists. Empirical research methods were adopted in this research, including survey methods and interview methods. From the analysis of 127 valid pieces of questionnaires and 10 deep interviews, this research come to main conclusions as below: ①The cluster analysis was based on 4 variables, including "gender", "media type", "certified by V or not" and "update frequency" and found that: About 2/3 interviewed sports journalists have found clues to complete reports and they always validate the clues or news from Sina Weibo, but "for work" is not the primary motivation to use Sina Weibo by interviewed Chinese sports journalists, which shows the use of micro-blog is journalists ' personal behavior, not up to professional or organizational level. For work, the primary motivation to use Sina Weibo by interviewed Chinese sports journalists is "to find information and search news ". Interviewed male sports journalists, television sports journalists and the sports journalists certified by V are more willing to communicate with sports fans on Sina Weibo.②The influence of Chinese sports journalists on Sina Weibo is limited. Chinese sports journalists do not take full advantage of Sina Weibo to boost their work. The sports journalists who use Sina Weibo should validate the clues or news from Sina Weibo and prevent to leak exclusive news reports before their own media publish the exclusive news report. ③5 proposals to enhance the popularity of sports journalists' micro-blogs: holding hot events to enhance the popularity of sports journalists' micro-blogs; Sports News Pan Entertainment also apply to sports journalists' micro-blogs; riching contents of sports journalists' micro-blogs to create personalized brands; paying more attention to the needs of audiences to communicate with them more; not spreading false news on sports journalists' micro-blogs.④3 proposals to use Sina Weibo to boost sports journalists'work: using Sina Weibo to widen sports journalists' reporting fields; sports journalists and their media can boost Media Convergence on Sina Weibo; China's relevant authorities should pay more attention to micro-blogs and learn from CNN, Reuters to guide Chineses journalists to use micro-blogs, which will contribute to the development of micro-blogs by mass media and the guidance of public opinion.