| With the continuous development of China’s economy and network technology,people pay more and more attention to high-level sports events,and the star athletes on the field are the focus of the audience.However,if star athletes do not play well in major events,netizens will be touched because of the psychological gap,and negative public opinion will break out on the Internet.The 2019 basketball world cup is a large-scale international sports event,and Zhou Qi,as the core figure of the Chinese team,reflects the characteristics of negative Internet public opinion of star athletes during the competition,which has reference value for the communication analysis and response research of negative Internet public opinion of other athletes.This paper first analyzes and summarizes the dissemination and general characteristics of star athletes’ network public opinion.This paper analyzes the characteristics of public opinion communication from different angles and subjects,and obtains the factors that affect the public opinion communication.Then,it puts forward the principles that star athletes should follow when they encounter the negative crisis of public opinion during the game,so as to provide reference for star athletes.This paper studies the strategies to deal with the crisis of public opinion of star athletes during the competition,and summarizes the communication characteristics of negative public opinion of star athletes from the perspective of topic generation,media agenda setting,the characteristics of Internet users,the characteristics of social platforms,the influence of opinion leaders and the scale of the competition.Then it analyzes the principle of timeliness,sincerity,unity,goodwill,shielding,communication and focus shift that star athletes should pay attention to when facing the public opinion crisis,and puts forward the countermeasures and suggestions.Taking the event of Zhou Qi in the 2019 Basketball World Cup as an example,this paper carries out the search,statistics and analysis of public opinion.This paper analyzes Zhou Qi’s crisis public opinion during the 2019 basketball world cup through the whole network,and interprets the public opinion crisis by using big data analysis.Through the analysis of the characteristics of the four evolution stages of the whole negative public opinion: the latent period,the outbreak period,the spreading delay period and the fading period,this paper analyzes the propagation law of the public opinion of star athletes in China under the new media communication environment:trigger conduction fading mechanism.According to the rules of occurrence and spread of star athletes’ negative public opinion,the correct guidance of public opinion should be carried out.By analyzing the negative public opinion events about Zhou Qi,this paper analyzes the successful response measures and shortcomings of Zhou Qi and all parties in solving the sudden public opinion crisis.Based on the case study,corresponding to the proposed star athletes suggestions and strategies to deal with the negative public opinion during the game,in the latent period of public opinion,we need to improve the vigilance,establish the public opinion monitoring mechanism in advance,and make a prediction of the outbreak and development of public opinion.In the outbreak period of public opinion,star athletes need to follow the principle of timeliness and sincerity,dare to face doubts,face the media,and maintain their own image in time;at the same time,strengthen communication with the news media,team teammates,opinion leaders,etc.the news media accurately set the issue angle in the report,and establish a good relationship with teammate coaches,etc.in order to seek the consistent voice and support,and seek cooperation Influential opinion leaders help.In the spreading period of public opinion,star athletes can choose appropriate self shielding,enter social control,reduce negative pressure,in order to play better in the next competition.After the public opinion subsides,through participating in public welfare undertakings and activities,reshaping a positive image,and trying to cross field development,establishing a variety of images,etc.it can provide relevant reference for star athletes to maintain and continue to accumulate their own symbolic capital. |
