| With the development of the Internet,online media has become an important medium for communication of news.At the same time,the communication of China's sports news also demonstrates different characteristics.As the highest level basketball league in the world,NBA has undoubtedly attracted widespread attention and it becomes a hot match for major media.As well-known comprehensive portal websites,Sina and Sohu have a history of more than ten years for reporting NBA news.They have lots of experience and unique characteristics.Therefore,it has theoretical significance and actual value to analyze the status quo of the communication of NBA events.The paper selects all the relevant rolling news of NBA events during Finals in the season of 2016-2017 on Comprehensive Portal Websites Sina and Sohu as the research object,and analyzes comprehensively from the respects of communication main body,content,forms,experience and effects of communication via the methods of content analysis and documentary.Through the results of the study,the problems are found in the process of NBA news communication on the comprehensive portal websites,and propose the strategies for the communication of NBA events in the future.After research and analysis,it is believed that: Firstly,the main body of communication is various,among which the writers online account for a large proportion and are very active.Secondly,for the content,it relied mainly on multi-level matches and supplemented by peripherals.Thirdly,different kinds of communication are proceeding together,and the overall layout design is in good order.Fourthly,in terms of user experience,it gives priority to reciprocal interaction and supplemented by convenient and quick audience feedback.Fifthly,in terms of the communication effect,the websites have a large amount of news and the attention of audience is different.Meanwhile,there are five main problems in the process of the communication of NBA events.The first problem is marginalization of gatekeeping and the lack of media integration.The second one is the lack of depth of content due to market interests and excessive entertainment.The third one is the lack of network technology application and fine columns for NBA events.The fourth one is the solidification of interactive mode and limitation of reading experience.And the fifth one is the lack of user engagement and the defect of effect quantification model.This countermeasure to these problems is suggested,and the comprehensive portal websites should enhance the accessthreshold for communication main body in the future and review the news strictly;and construct an integrated resource-sharing system among media to realize complementary advantages;and find the correct direction and use the advantages of online media to increase the depth of reporting;and use streaming media technology to increase the visual and audio effects;and introduce special columns for NBA and then form brand effects;and enhance operability and launch creative interactive projects;and enhance sensorial,browsing and interaction experience;and create a comfortable reading experience;and pay attention to timeliness and issues,and fully explore emotions and cognitive effect of the user.According to the above conclusion,the paper suggests that: the portal websites should improve the professional quality of writers,and always stick to the originality;they should also balance the proportion of communication of events and non-event news,and ensure that the communication of content is accurate;they should innovate network technology and optimize the form of communication;and innovate experience means to ease fatigue;and attach great importance to the focus of the user and try hard to win back lost users on mobile phones. |
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