The Study On The Sports Toutiaohao In The View Of Demassification Communication

From Blog outshined others in 2005 to today's “Micro-blog,WeChat,Micro-video,and the News Application”,which bloom together,the information dissemination pattern has changed a lot,also,the audiences are faced with more and more information choices.At the same time,how to spread the diversified information accurately to target audiences has become a common problem faced by disseminators and communication platforms.In the fierce competition,Today's Headlines finally got the numerous favor of audiences because of its unique personalized recommendation mechanism,and attracted a lot of We Media and organizations to join in Toutiaohao,a content platform of creation and distribution.At present,Sports has become one of the most popular contents topics among the authors of Toutiaohao.Therefore,it is of practical significance to study the communication process of the Sports Toutiaohao,including the various links and the problems in the process of communication.Demassification Communication is a theory proposed in the 1970 s,which refers to the process of disseminating personalized information by different disseminators to different audiences.And demassification communication is an accurate and more efficient way of communication,but often neglected in the practice of communication.The relationship between the personalized recommendation mechanism of Today's Headlines and the theory of Demassification Communication will be the starting point of the study on the Sports Toutiaohao in the view of Demassification Communication in this paper.The research methods of this paper include literature study,case and logical analysis.According to taking the Sports Toutiaohao as the research object,this paper will make a study on the Sports Toutiaohao in the view of Demassification Communication,including the media platform,disseminators,contents,audiences,problems or risks and corresponding strategies.According to the main character of disseminators,the Sports Toutiaohao can be divided into three types,organization,elite and grass root.Among them,both elite and grass root type belong to We Media,and are the largest proportion in Toutiaohao,which affects the communication ecology of Toutiaohao.In the view of Demassification Communication,the Sports Toutiaohao contents,especially regional in a period time,are full of the various content fields,have diversified presentation forms and different degrees of content verticality.Besides,the audiences have the individualized information demands,the diversified interaction mode and the viewpoints attitudes,at the same time,they also show a certain period of time and regional.What is more,there are some troubles of the Sports Toutiaohao,including the lack of consciousness of demassification communication,obvious phenomenon of centralization of hot topics,repeated infringements of copyright,the risks of Information Cocoons.Finally,I will put up with some corresponding strategies of demassification communication of the Sports Toutiaohao,including making clear of communication position,optimizing the process of grasping and distributing information,balancing cohesive force and expansibility of information,improving the professionalism and enthusiasm of the disseminators.These strategies of demassification communication are also instructive for Toutiaohao in other areas of contents.