| From August 2009 China's first microblogging service portal Sina launched "Sina microblogging",microblogging development and popularity of our society into the live era,"micro-live" concept into people's lives The Micro-live microblogging live short,as the name suggests,that is,microblogging platform to carry out live activities.Sports microblogging is an important new media platform for sports events and sports events,and microcontrollers as microblogs derivatives,in the dissemination of sports information,will give the domestic development of new media and even the whole media platform to provide a very good Learn from.At present,the sports micro-broadcast is mainly sponsored by the official microblogging of sports media,the content is also mostly large-scale sports events,such as the World Cup,the European Cup,the Olympic Games,etc.In addition,individuals or businesses sometimes through the registration microblogging account,WeChat public platform,etc.,involved in the launch of sports-related micro-live,and showing a continuous development and growth trend.Nowadays,the concept of micro-live is no longer confined to the microblogging level,including WeChat and micro-film,including a variety of "micro" carriers are exploring how to use their own advantages in the tide of sports under the tide Under the heavy color of a pen.This study takes the relevant theories of Sociology,Mass Communication and Sports Communication as the research object,and takes the three major Sina official microblogs(CCTV5,Tencent Sports and Sina Sports)as the research object,and in its big event(2016 European Cup,2016 Olympic Games)during the microblogging live information for the research content,the use of literature research,content analysisand other research methods,the status of China's sports micro-live research,the results are as follows: 1.At present,the official sports media microblogging On behalf of the sports micro-broadcast operators positioning more accurate,sports micro-live content to regular large-scale single and comprehensive events,supplemented by the annual system of individual events,has formed a more systematic operating cycle,and operational status comparison Good;2.In the dissemination of channels,the sports micro-broadcast from the original microblogging platform gradually to other more diversified platforms,such as WeChat transfer;3.Sports micro-broadcast operators in the development and interaction between the audience Strategy to pay more attention to grasp the needs of the audience segmentation,compared to the previous mass media on the traditional high-end culture of the whole homes And the movement of patriotic feelings;4.Sports micro-live with the content of the choice of autonomy,the exchange of real-time interaction of discourse;5.The sports micro-live itself also contains considerable economic value,social value and the value of sports culture communication,as long as continue to adhere to the people-oriented,audience-oriented,attention to the characteristics of the audience,Audience feedback,the development of appropriate marketing strategy,its future development potential will be extremely large. |
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