Analyzing Agenda-Setting Of Sina Weibo In FIFA Brazil World Cup

Weibo is a typical representative of the new media, Sina Weibo has a leading role in Weibo area. Weibo have low threshold, instant, interactive and fragmentary features, which is coinciding with the traits of sports news, because spots news need to satisfy wide range of audience, it need instant spread, the results are usually uncertain and the news are sometimes interactive, these indicate that Weibo is destined to become bearers of sports news dissemination, and there are more than 200 million active users in Sina Weibo of a daily basis.This study mainly focuses on the coverage for Brail World Cups of Sina Weibo, the methods of documents, case study, logical induction will be used.It takes a deeper look at the agenda-setting subject,contents, forms, effects and the cooperation with traditional media, concludes the traits of agenda-setting concerning its Brail World Cups coverage, offers some advice to improve Weibo’s coverage of Major Sports Events.The study shows that:in the process of covering Brazil World Cups in Sina Weibo, the agenda-setting subjects are multiple; the contents tend to game tidbits;the forms are more user-friendly; the effects are more immediate and the interaction helps to influence the users’ opinions;the coverage has been greatly enrich through cooperation with traditional media.As a new platform for communication, Weibo has transformed the theories of micro agenda-setting by introducing a whole new communication model. How to take advantage of these new traits and creat a win-win situation through cooperation with traditional media is crucial for its future coverage of major sports events. Hopefully, this paper can offer some helpful advises for future weibo coverage on sports events by analyzing the agenda-setting of Brazil World Cups of Sina Weibo.