| With the development of Internet technology,great changes have taken place in the theory and practice of new media communication.Among them,the rise of social video websites for the purpose of video communication has changed people’s way of leisure and entertainment.At the same time,sports stars also began to use new media to show their diversity.According to statistics,super sports stars such as Sun Yang and Yi Jianlian have more than 10 million fans,which has a great social influence,but the generation logic,influencing factors and effect presentation of their communication mechanism need to be further discussed.Based on this,this paper analyzes and investigates the video content released by sports stars on Bili Bili bullet screen and the process of interaction with fans,and explores the sports communication effect and influencing factors of sports stars’ videos on social video websites The presentation path of communication effect and the specific impact of video on sports attitude and sports behavior of adult and juvenile groups.It provides new research materials and perspectives for sports communication,and provides ideas for improving the idol power of sports stars.This paper takes the Bili Bili bullet screen account of nine sports stars and the fans who pay attention to the sports star account as the research object,selects the valuable content information through the literature method,and analyzes the topic from multiple angles;Using the method of case study,this paper studies and analyzes the content,broadcast volume,comment quantity and bullet screen quantity of the video released by sports stars,and summarizes the personal,social and environmental factors affecting the communication effect of sports stars on the platform;Using the observation method to clarify the communication logic of sports stars on social video websites,and evaluate the communication effect of sports stars’ videos published on Bili Bili bullet screen network;Through the questionnaire survey method,the relevant data of fan users’ basic information,usage,motivation,personal feelings and prospects are counted to reveal the influence of this new form of communication in adult and minor groups.Research findings:1.Social video websites promote sports stars to show diversified personality charm and effectively enhance their influence.2.The factors that affect the communication effect of sports stars on social video websites are: Fan users,personal factors of sports stars,and social and community environmental factors.3.The communication path of sports stars on social video websites can be summarized as follows: taking social video websites as the media,video as the carrier to spread information to the audience,and then interactive communication in the form of bullet screen and participating in comments.On this basis,attract more audiences through diversified video types and the transformation of video style.4.The communication effect of sports stars on social video websites is divided into the following three levels for evaluation: the shallow communication effect of Zhang Jike’s video is the best,and the medium and deep communication effect of Wu Minxia’s video is the best.Sports stars follow three levels of communication logic in the platform,which affects users’ thoughts and behaviors.5.The influence of sports stars on social video websites is as follows: they have significantly improved the sports attitude of adults and minors and changed their sports behavior.Based on the above conclusions,the following suggestions are put forward:1.Invite more sports stars to post videos on social video websites to promote the development of the project.2.Sports stars can publish more videos related to skill display,popular science and athlete experience sharing to attract more youth groups,and release some innovative video content by integrating the characteristic culture of the website.3.Take Bili Bili bullet screen network as an example,spread the media power of sports stars on different social video websites,expand the scope of communication with similar interactive mechanisms and communication channels,and let more sports stars join them.4.Make corresponding video content according to the communication effect from shallow to deep,expand the communication scope based on hot topics,accumulate fans,accurately deliver fixed fans according to the needs of fans,and finally imperceptibly guide the sports values of fans.5.Understand the sports needs of adult groups,implement accurate content production,focus on shaping the media image of sports stars,guide minors to have a correct sports attitude,and then promote sports behavior. |
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