The Research Of Weibo Sports Communication

With the rise of micro-blog,micro-blog sports has also become animportant propagation phenomena that received extensive attention. Itshows richer features and content than any kind of sports media. It isforeseeable that the micro-blog sports will play an increasingly integralrole in the future of sports communication. Therefore, the systematicstudy of micro-blog sports becomes urgent and necessary.This paper selects weibo as the research platform and applyrelevance’s knowledge such as communication, sport sociology to depictthe overall picture of weibo sports communication. This paper is dividedinto six parts, there are development course, content, form, generalfeatures, sports values of weibo sports and the negative impact andcontrol strategy guide. Through the analysis of the above aspects, thispaper draws some conclusions and opinions.Firstly, weibo exists as the primary media and sports opinion leader inthe major sports events. Secondly, compared with the traditional sportsmedia, the information content of weibo sports is richer, personality andfull of commercial atmosphere. Affected by the propagationcharacteristics of weibo sports and sports nature, the discourse of weibosports information shows intertextuality, narrative and emotionalcharacteristics. Thirdly, three-dimensional, visual is the main form ofmicro-blog sports information, this not only reflect the external constraints of media technology, but also conform to the internal logic ofmass aesthetic steering and commercial value. Through the investigationof the content and form of weibo sports, the overall characteristics ofweibo sports can be summarized as customized information acquisition,focus of sports social model, open-ended sports media convergencetrends. While in weibo sports value，this paper argues that weibo in sportsconcept is not only more diverse, but also injected with more humanisticspirit; at the same time, weibo also gives the audience a globalperspective and dilute the political in the process of sportscommunication. Finally, the negative impact of weibo sportscommunication mainly displays in excessive entertainment, informationdisorder and distortion as well as the the resulting problems: lack of theprofessional sports and the spread of rumors. This needs to improve themedia literacy of communication subject and strengthen the constructionof the relevant regulatory system to effectively reduce the negativeimpact of the above problems.