Research On The Change And Integration Development Of Sports Communication Paradigm In The We-media Era

With the rapid development of information and communication technology, the Internet has gradually spread. At the same time, the Internet weaving communication social network, mobile Internet gradually developed. Public access to information channels more and more, and really broke through the space and time constraints. Under the promotion of the Internet and mobile Internet technology, a new revolution in human society has begun, it is the Internet revolution". Set off on the Internet revolution to promote, the original industrial thinking is gradually replaced by the Internet thinking. As the starting station of the Internet revolution, the mass communication field has also changed greatly under the influence of the Internet thinking. To center, heterogeneous, personalized, diversified mode of transmission more and more sought after. Through the new media technology, the public can easily connect to the Internet, so as to make their own voice, modern society is gradually moving towards a new era of information opening-We Media Era.We Media Era is a civilian, independent, open type of information dissemination of the times. Since the emergence of the we-media broke the original professional media organizations dominated the pattern of information dissemination. Gradually formed a new pattern of information dissemination led by the public. Sports communication as an important position in the field of mass communication, nature should conform to the trend of the times, the development of Internet thinking under the influence of the new sports communication mode. Sports dissemination of the contents and characteristics of the study, sports broadcasting right and sports media fusion development research, sports of the spread of public opinion and crisis research, sports organization operation and marketing research has become a hot spot in the research of sports communication field. But the related research in this field is still lack of systematic theoretical research. Sports media in accordance with the order of emergence can be divided into sports print media, sports broadcast media, sports television media and sports network media, sports mobile media. The emergence of the Internet makes the field of mass communication with the traditional media and new media. Media convergence is the trend of the times. Under the impetus of new media technology, the traditional media has developed a new terminal form, such as network TV, mobile station and so on. Everyone can be the communicator of the message. The transmission of the message also has a previous "one to all" mode of transmission to the "one to one" mode of transmission. This brings convenience to sports communication while there are many problems. Through the rational integration of all media forms, so that the media convergence development strategy is more clear. Such an integrated study is necessary at the present stage.Through consulting literature, visual analysis, mathematical statistics and other research methods, the field of statistical analysis and refining the main points of view. Re combing and definition of related concepts in the field of sports communication. From the traditional media era to the change of sports communication mode from the we media era. Analysis of the main characteristics of sports communication from the we media age and points out the problems of sports communication in the era of we media. Combined with the relevant data, the three-dimensional positioning of media convergence in the era of self media is proposed:New media technology is a catalyst to promote media convergence; Sports TV media’s core position is still difficult to shake; Sports broadcast media development to implement the precise positioning of the crowd; Sports media focus on the depth of the report; Sports network media to play the way of mass information retrieval.Then put forward that:Media convergence should always adhere to the correct direction of public opinion; Media convergence is a two-way integration of traditional media and new media; Media convergence should strive to promote industrial integration; Media integration should pay attention to the integration of management system.