| With the continuous emergence and rapid development of new media technologies,the mode of communication is diversified.In today's news communication mode,Weibo stands a leading position,whether the traditional media is seeking a change,or the new media that should be born in time,all of which are using Weibo to publish news,and netizens use the open information platform such as Weibo to obtain information.Therefore,Weibo can be said to be one of the main ways for netizens to get news.For sports events,the timeliness and entertainment of Weibo have helped the spread of sports events,and the amount of information brought to Weibo has become an important communication platform for sports events.Therefore,in this context,how to use Weibo to disseminate sports news reasonably and effectively has become a problem for the public to think about.This paper takes sports microblog as the research object and analyzes it by using literature data method,content analysis method,questionnaire survey method and proportional data calculation method.Under the "mimetic environment" of Weibo,through the elaboration and example analysis of the rumor circulation theory,the process of rumors and the influencing factors are explained,and the content of sports microblogging is proposed to be macro,meso and micro.check.In order to make this research scientific and objective,the author distributed questionnaires to students and teachers of major universities in Wuhan,and invited experts from Hubei Provincial Sports Bureau and a university communication and sports training teachers to analyze the results of the questionnaire.Through the establishment of a scientific sports microblog communication content evaluation index system,the first and second level indicators are established for the communication subject and communication content,and the second level indicators are established under the content of the first level indicator,namely,theme,genre,information source,language style,The six secondary indicators of interaction and orientation analyze the content of sports microblogs,and then analyze the contents of sports microblogs through these indicators,and illustrate and explain the content of sports microblogs.In the further study of the content of sports microblogging,this article analyzes the characteristics of Sina Sports microblogging content by taking the sports section of Sina Weibo,China's most popular social media platform,as an example,and disseminates content through the set sports microblog.The index system,combined with the proportion calculation and data comparison research,found that Sina Sports Weibo has the following four problems:the communication theme is entertainment and advertising;the information source is highly effective but insufficient in depth;the content of sports microblog is subjective;sports microblog The blogger lacks interactivity.After discovering the problem,through analyzing the data and comparison,I analyzed the success of Twitter,the originator of Weibo,and found that Twitter has a reference to Sina Sports microblogging content in three aspects,namely,effectively using sports events and Twitter ads.Socialization and interaction promote participation,and combined with the reality,put forward suggestions for the problems existing in Sina Sports microblogging content:strengthen the theme of sports microblog content;strengthen the depth of sports microblogging news reports;establish a good audience interaction awareness;establish Correct and objective Weibo news awareness;informational advertising to social advertising.Through research,it is found that sports microblogs can quickly transmit sports event information and change the traditional sports information dissemination mode.Sports microblogging is still in the development stage,and there are still many shortcomings,but it has a positive impact on promoting the development of national sports and building a strong socialist sports country. |
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