Analysis Of Development And Prospect Of Sports-microblog In China From The Perspective Of Communication

Sports-microblog is an important part of microblog. With the emergence ofmicroblog, sports-microblog came into being and rapidly formed into a big groupwith sports organizations microblog, sports media microblog, athletes microblog,sports reporter microblog and sports enthusiasts microblog. Sports-microblogconnects sports figures and ordinary household sports fans, sports media, sportsindustry management company together, through the dissemination of sportsinformation to offer above microblog users an unprecedented interactive platform,especially given the general public more right to speak, greatly promote theexchange of sports information, and the development of sports.Sports-microblog shares the common thing with microblog, but also has its ownunique personality traits. Sports-microblog created a new model of sportsinformation dissemination with low-cost and close to life, meanwhile has interactivefeatures and different forms and easy to be accepted. Sports-microblog itself whilehas some problems, such as sports information uneven, lack of profound socialanalysis, lack of niche sports information and communication persistent inadequate,especially out of sports-microblog, there is a trend of media convergence and manychallenge competitors. In2014, the number of active users of sports-microblogfirstly had declined phenomenon. Faced with these circumstances, sports-microblogstill continue to play its strong vitality in the field of sports communication role,continuing to enhance the influence of sport, its commercial value also continue tobe developed, and this is one of the trends expected in the future development ofsports-microblog.This paper used document, expert interviews, descriptive research, thinking andother research methods, took the theorems of broadcasting and sports sociology asthe basis, occupied the features and problems for study object, through the analysisof characteristics and problem, put forward China’s sports-microblog should adhere to the basis of dissemination of information, play the dominant position of theuser,take the active cooperation with other media as the prospect.