Study On Communication Of The Sina Official Micro-blog Of F1 Chinese Grand Prix

With the development of technology and the improvement of living standards,the cost of information producing is reduced. And the birth of official micro-blogs of sports events make a promotion for the operation and propaganda of sports events as well. By using micro-blogs, the information dissemination of sports events greatly meet the needs of growing sports information from audiences’. As micro-blogs integrated with traditional media, it has been more conducive to popularization and brand communication of sports events.This paper took the F1 Chinese Grand Prix’s sina official micro-blog as a research object, whose background and development were combed at the same time.It focused on analysing the research object from its content and form of communication, match reports and brand image.First of all, this study analysed the F1 Chinese Grand Prix’s sina official micro-blog from its content and form of communication. Depending on the statistical tools, it could evaluate the active degree of the micro-blog in research. When it came to analyse the communication contents of this official micro-blog, it could be detailed on the consideration in the page information and disseminated information. And in order to research the form of communication, the study made a summarisation from three aspects: the form, type and platform of information dissemination of the micro-blog. Thus, it could make a conclusion of the characteristics of the communication contents of the research object.Match reporting is the most important communication content and duty of sports media. In addition to the normalization reports, this paper selected Bianchi injury incident in 2014 F1 Japanese Grand Prix as a typical case to analyse the coverage of F1 Chinese Grand Prix’s sina official micro-blog during the tournament and sudden emergency in race. Incorporating the relevant theories of Journalism and Communication, this paper explained the process of sports news producing through the match reports’ topic, perspective and discourse. And it found out the journalism practice of the official micro-blogs of sports events as well.It is a represent general trend for official micro-blog of sports events to rely on brand communication. This paper did in-depth research on the F1 Chinese Grand Prix’s sina official micro-blog from its advantage of media platform and brand image.And it made a conclusion of the characteristics of the brand communication:enhancing brand image, maintaining brand loyalty and extending brand influence.Finally, combined with the strengths and weaknesses in communication of the F1 Chinese Grand Prix’s sina official micro-blog, put forward suggestions for its future development. The official micro-blog of sports events should expand its interactive objects and mode.And not only pay attention to the stability of communication content and form, but also raise the professional level of match reports. Meanwhile,for the sake of expanding its audience market, it can develop its own APP.