| In the background of the Web3.0 era,the rapid development of information technology,new media prosperity has laid a solid foundation for the development of micro-blog,WeChat and other social media greatly satisfy the needs of the audience on the function of new media,micro-blog as the largest social networking platform,has exhibited a strong influence,has led the micro in the era of the road.With the maturity and iteration of Internet technology,short video has been simplifying and vividly spreading mode with its instant and interactive mode of production.Fragmentation and high efficiency receiving methods conform to the fragmented information demand of people nowadays,and are deeply loved by everyone.According to the start of short video in 2013,the short video industry in the past 5 years is still in full swing and is in the ascendant,with great potential for development.With respect to the Chaoyang sports like this,in the new media era of micro environment,nature can ride on such a good condition,sports and short video communication has become the first choice of many sports brand,has greatly promoted the development of the sports industry,so the use of Science Research on Sports short video communication the effect becomes very meaningful.The reason why the author of this paper focuses on the effect of short video transmission is that the personalized needs and feedback of users in the era of mobile new media are the core concerns of product enterprises,and also the reasons for the existence and development of short video.This paper takes the short video of NBA official microblog as the research object,and the purpose of the study is to explore the relationship between the spread effect of NBA official microblog and its short video.This paper is divided into five parts.The first part is the introduction.It mainly combs the research background,significance,related research summary,research ideas,research methods and innovation points.The second part elaborates the development status,concepts and characteristics of short video through literature analysis.The third part synthetically uses comparative analysis and direct observation method.The content is from big to small.It makes a multi-angle analysis on the concept and characteristics of new media,micro-blog,short video features and NBA official micro-blog short video features,and summarizes the dissemination characteristics of NBA official micro-blog short video.The fourth part is the questionnaire design of short video communication effect ofNBA official microblog.It introduces the questionnaire design,sample selection and investigation process.The fifth part carries on the reliability,validity and correlation analysis of the questionnaire survey,and carries on the concrete analysis from the audience's cognition,attitude and behavior to the NBA official microblog short video transmission effect,further confirms the research hypothesis.The sixth part summarizes the above research results,and puts forward suggestions and Thoughts on the media communication of domestic sports events from the media image,audience orientation and communication content. |
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