| In the context of the large-scale sports organization’s successive deployment of social media,this study takes all short video content published by FIFA’s official accounts on You Tube,Facebook,Twitter,Instagram and Weibo during the 2018 World Cup in Russia as the research object.Video content,corresponding user viewing,comment data and comment content text are using for content analysis by quantitative research methods to obtain the characteristics of the text frame and audience frame of FIFA’s short video transmission based on major social media during the 2018 Russia World Cup.After the comparative analysis of the two frameworks,the study explored the communication strategy and audience feedback of FIFA using social media for short video communication,and thought about the problems of communication and the trend of social media competition in the future.The research results show that there is a phenomenon that the text frame and the audience framework are unbalanced in FIFA’s short video communication of the social media in the World Cup in Russia.The short video content released by FIFA takes the match event as the absolute core and lacks the grasp of the interactive properties of social media.The degree of user engagement is not high,while the user just shows interests in the entertainment,personalization and surrounding original content outside the game.Although the interaction content is less than the content of the game,the enthusiasm and participation of the user comments are relatively higher,this imbalance reminds sports organizations to focus on the coordinated dissemination of the two content dimensions of “race” and “interactivity” in social media communication. |
