The Study Of The Athletes Internet Celebrities In The Generation Of New Media

With the generation of the new media coming,the approach of communication gradually increased.From the plain literal communication to the real-time interaction.The Chinese internet celebrities create breakthroughs of revenue relying with the fans' influence.Various kind of internet celebrities come out more and more.The internet celebrities is not just the media symbols of the normal people,but also the main creators of different communication content through the integration of thought,which is aimed at different audiences through the media.Under this background,athletes as a special group in this society,are not accidentally discovered and followed by people.In addition of the promotion of the Olympics in Brazil,the famous athletes are widely spread in the network media and finally became a new branch of internet celebrities.However,due to the late rising of the athletes internet celebrities,the research of the athletes internet celebrities is less.The existing research has no exact definition of the athlete's internet celebrities,and there is no clear reason for the formation of the internet celebrities and how the audience thinks about the athletes internet celebrities.A study was made on this issue,it's significant to the future development and organisation of the athletes internet celebrities.Using literature analysis,analysis of the content analysis,mathematical statistics and etc,study the spread of the "net red" of athletes,the reason to be popular,and the conclusion is:(1)the main channels for the audience to focus on the new media are: mobile media,digital TV,blog,mobile TV,Iptv,and podcasts.The most widely way are apps in mobile media,such as WeChat and weibo.(2)the reasons that audience focus on the "Internet celebrity" of athletes,which are divided into the main characteristics and environmental characteristics.The main characteristics of the subjects are: athletic performance,sports item,appearance,and behavioral characteristics.Environmental features outstanding performance in the order:social attention,the media,fans,audience psychology.The difference between the specific concerns of the athletes and the common "Internet celebrities" is that they all attract the attention of the audience because of their appearance and behavior.They are influenced by media,fans,social attention and audience.The difference between "athletes internetcelebrities" and "normal internet celebrities" is that the individual skills,marketing purpose,exposure platform and identity attribute are more obvious.(3)management department,athletes,media and audiences should pay more attention to the essence of competitive sports.Management department should strengthen organizational management and promote public participation.Athletes should be self-identified correctly and use their achievements to speak.The media should carry out rational propaganda and disseminate positive energy.The general audience should set up the correct value orientation and learn the spirit of the athletes.