The Research Of Portal Sports Microblog In China

In recent years,New Media is booming rapidly,which not only makes a certain impact on traditional media,but also plays an increasingly important role in the sports news and information dissemination process.In 2010,with the twitter prevalent on the Internet, Micro Blog began to dominate the major section among the portals gradually.During the 2010 FIFA World Cup,with Micro Blog,the swiftness and efficiency of disseminating information can be preluded with a word of "blowout".It can also be the prologue to report the relative information of major sports events by Micro Blog in portals.With the development and adaptation in these years,the Sports Micro Blog in the portals is still assured a place in sports information dissemination,but the heat was not as good as the original.What the propagation characteristics of sports Micro Blog is in the dissemination of sports news at this stage,what the opportunities and challenges it has to face,and how the future will be are the focuses of this article in both research and discussion.This paper will research Sports Micro Blog in our country’s portal websites through the following research methodologies like content analysis,references and mathematical statistics.The Study shows that only Tencent and Sina operate the Sports Micro Blog in our country’s portal sites.Since in 2014,Tencent has stopped investing in its Micro Blog services,Sina now owns the main sports soruces at present.Among the disseminators in sports Micro Blog,Certified athletes,sports institutions and officials’ accounts are in the majority, while the coaches and judges are less.Its communication pattern is developed into hybrid types from the single type gradually.Specifically, two or three patterns are mostly applied in the hydrides styles.For the Communication effects,Athletes and the hot topics in Sina Weibos own the communication power and gain the best effect through the three perspectives,recognition, centrality and activity.At present,the reasons of the loss of Chinese portal Sports Micro Blog heat are from internal difficulties and external challenges.There are some inherent problems existing in itself,such as the inauthenticity of information,the radical statements of users and so on.We chat and other new mobile applications lead the diversion of part of the users,reducing the portal sports Micro Blog user’s viscosity.Although Micro Blog is facing problems and challenges,it still has its own dominance and independent characteristics in the process of dissemination of information in the network.Micro Blog in the portals should beat external challenges,integrate resources,highlight features, and remodel its own image.