| Since the birth of Sina microblog, it has quickly become the largest and most influential new media in Chinese Internet. Facing the new media’s flourishing development at present, Sina microblog has the irreplaceable status as a "monopoly" in China’s microblog market, and its value and significance is self-evident. With the development of Sina microblog, Sports microblog opened a unique mode of sports news. Sina Sports microblog brings a new user experience for the sports fans with its instant communication, interactive reports and other features, which inspired the audiences’ participation and degree of activity greatly. Obviously, it has become a platform as the first choice for sports news articles. As the most influential sports Internet media, Sina microblog has an obvious tendency of entertainment in sports news reports. Hence, the research of entertainment of Sina sports microblog becomes particularly urgent and necessary.The research object of this paper is the phenomenon of entertainment in all sports related information of Sina sports microblog. The paper applies the literature data method, text analysis, case analysis as well as data statistics, and makes a conclusion on the results of previous studies on the entertainment of sports news, network sports news report as well as the development strategy of sports microblog. In this way, the paper aims at a systematic and prospective study on entertainment development of Sina sports microblog.In the comprehensive analysis of the causes of Sina sports microblog’s entertainment, the mining of entertainment factors, the manifestation and the double effect of entertainment, it is not difficult to find that the entertainment development in Sina Sports microblog has become the new general social trend of development and the common aspiration of the people. However, how to use this double-edged sword of "entertainment" is an urgent problem. On the one hand, the entertainment of Sina sports microblog has diversified to meet the needs of the audience, to broaden the field of news reports, to get rid of the homogenization of competition and to enhance the user viscosity. On the other hand, it also has to face some problems, such as the vulgarization of micro-blog sports news, lack of credibility and weakening of the social and cultural function of sports news. In the light of these advantages and disadvantages, we put forward effective suggestions for the entertainment development of Sina Sports microblog: First, the "scale" and "depth" of sports news entertainment should be accurately grasped; Secondly, in sports news entertainment culture the sports spirit connotation and guiding public opinion should be highlighted; Thirdly, a "green" sports news entertainment space should be actively built. Under the guidance of these three aspects, we could work together for the healthy and orderly development of Sina sports microblog entertainment. |
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