New Media Communication Characteristics And Effect Evaluation Of Urban Mass Sports Events

In recent years,the increasingly mature big data technology has brought tremendous changes to the practice and theory of new media communication.As national fitness has become a national strategy,mass sports events in major cities have developed rapidly.However,compared with reports of traditional competitive sports events,new media is relatively lacking in the dissemination of mass sports events,which has contributed to the promotion of mass sports.The development of events and the cultivation of national fitness awareness have adverse effects.Therefore,it is necessary to study the communication characteristics and effects of new media for mass sports events in theory and practice.Based on this,first of all,on the basis of relevant literature,this article establishes the relevant concepts of the new media communication effect of urban mass sports events,and takes the 2019 Shanghai Urban Amateur League as the research object,and counts the official website,Weibo,We Chat,and shaking.The relevant report data of new media platforms such as Voice,Station B,etc.,summarize the communication status and characteristics of the new media of the Shanghai City Amateur League in2019.Secondly,on the basis of consulting relevant experts ' suggestions,a set of evaluation models for the effect of new media in urban mass sports events was established,and the analytic hierarchy process was used to determine the weights of the evaluation index systems at various levels.Finally,the operability of the three-level indicators is quantified according to the index weight,and the 2019 Shanghai Urban Amateur League is used as the evaluation object to conduct a comprehensive evaluation of its new media communication effects.Based on this,an optimization strategy for the new media communication effects of urban mass sports events is proposed..The specific results are as follows:1.It reveals the current situation of various new media communication in the Shanghai City Amateur League in 2019: 1)Official website: The content is classified in detail and provides accurate announcements;traditional online media communication dominates.2)We Chat: Reports focus on popular items,and companies have increased their efforts to promote events;the official We Chat communication is weak,and the content lacks innovation.3)Weibo: The overall communication activity is low,but it has increased compared to the past;the main body of blogging presents diversified characteristics,mainly based on self-media users;the report topics are diverse,but still focusing on popular projects;Weibo live broadcast popularity Increase the star effect to promote the game.4)Short video: The content is mainly UGC production from a grassroots perspective;the social function of the platform promotes event participation.In general,the following characteristics are presented: "Dual Micro" has its own focus,forming a differentiated communication;short video platforms have become a new medium for users to actively communicate;mobile apps have become a new path for the communication of mass sports events.2.Constructed a new media communication effect evaluation system for urban mass sports events: According to the analytic hierarchy process and expert research,the evaluation index system for the new media communication effects of urban mass sports events is divided into three levels.The criterion level A includes objective indicators.And the main indicators are two first-level indicators;the criterion level B includes six second-level indicators of news and information media indicators,social media indicators,online video media indicators,cognitive effect indicators,emotional attitude effect indicators,and behavior effect indicators;Under the big criterion level B,there are also 22 Three-level indicators of operability.3.Empirical evaluation of the new media communication effect of the Shanghai City Amateur League in 2019: The comprehensive evaluation score of the new media communication effect of the Shanghai City Amateur League in 2019 is 0.708(out of1),which is a high score,indicating that the Shanghai City Amateur League new media communication The overall effect is better.Among them,news and information media has the best communication effect with a score of 0.234,followed by social media object communication with a score of 0,171,and audience behavior effects are acceptable,with a score of 0.169.Through the analysis of certain indicators of low-scoring emotional attitude effects and cognitive effects,it is found that the current Shanghai Urban Amateur League new media communication still has problems such as the audience viscosity of the communication platform needs to be improved;the communication channel is relatively single;the communication effect needs to be strengthened.4.Propose strategies to improve the communication effect of new media for urban mass sports events: 1)From the perspective of communication content,communicators on various platforms should increase the quality of original content and increase the audience's stickiness of new media platforms.2)From the perspective of communication channels,each communicator should target the target audience of mass sports with precise advertising and develop a grassroots star effect.3)From the perspective of communication technology,the government-led communication agency should seize the opportunity of big data to promote the integration of the Internet and mass sports events.