Study On Communication Of Sports Event In Wechat And Weibo

The concept of new media has been put forward since 1967,which has been spreading widely in the society.In recent 20 years,the new media has entered into a fast-developing era.The network and mobile phone media are soaring which have played a significant role in the development of new media in China.For the past few years,Wechat and Weibo,these two medias have been accepted and used by most Chinese.We can achieve sport events propagation via multiple mediums,in which Wechat and Weibo are the most representative in China.This article focuses on researching the propagation characteristics of sports events in Wechat and Weibo.we analyze the communication subjects in sports events,mediums and information in addition,the effect of medium,by virtual of Literature Consultation,Data Statistics,Logical Analysis,Text Analysis,combining "The agenda setting" theory and Maletzke Communication Model.The studying materials stem from the Weibo and Wechat subscriber accounts which opened by transmitters and identified by the official during the 2016 Rio Summer Olympic game.On the basis of analyzing the disseminator including sport events official spokesmen,sport media organizations,relative athletes as well as famous commentators and sponsors who were supporting the competitions,they all present the following characteristics: The individuation of sports media,the content amusement and the interactive conflict;The official of OCOG make the "information circulation" to realize the public interaction;It is obviously that the sponsors are on intimate term with the public and the Internet is popularized widely.The athletes show their plebification and reality;The commentators manifest their timeliness and specialization.In the analysis of sports events propagation mediums and information,we take these three aspects in Rio Olympic Games: Before the competition,In the competition,After the competition,in which emerge these communication features: The sport medias and events hosts highlight the Percipience Pattern,the Significance pattern as well as Priority pattern,however,after competition,they get bogged down in "Olympic Valley Effect";The sponsors usually pay more attention to the popularization of brand value and the exertion of " celebrity effect";Thepersonal and emotional expression of the commentators,etc.Analyzing the effect of medium in the sport events,we select these four indexes,the number of fans,forwardings,likes as well as comments in Weibo and summarize that the information which are selected and processed by transmitters and the media contents which are contacted and elected by the audiences influence the media propagation effect.