Research On The Event Communication Of Nanyue Ancient Post Road Orienteering Competition

The Nanyue Ancient Post Road Orientation Contest is a national-level orienteering event focusing on the "station and layout" along the Nanyue Ancient Post Road.It further promotes the integrated development of sports and tourism industry,cultural industry,targeted poverty alleviation,ecological agriculture,and ancient post road development,giving full play to outdoor activities.The combined effect of sports competitions.Since 2016,the Nanyue Ancient Post Road Orientation Competition has successfully held 67 stations and 98 competitions,attracting more than 5 million people from 37 countries and regions to participate in the experience events and paying attention to more than 2 billion people.This paper takes the Nanyue Ancient Post Road Orientation Competition,which is the largest and highest-level orienteering competition in China,as the research object,and comprehensively uses a variety of methods such as literature,content analysis,logical analysis,and comparative research to analyze the five fields of communication research."Control Research","Content Analysis","Media Analysis","Audience Analysis" and "Effect Analysis" are the research directions,and the current characteristics,problems and corresponding countermeasures of event communication are put forward.The study concluded that,from the perspective of the main body of communication,the Nanyue Ancient Post Road Orientation Competition is under the overall guidance of the government,and the national and provincial media jointly promote,and the team of communication main bodies is strong.The self-organized media of the event is highly professional,which ensures the basic quality of event dissemination.However,the publicity work of the competition is mainly promoted by the government,and the media has insufficient motivation to participate spontaneously.From the perspective of dissemination content,the dissemination of the Nanyue Ancient Post Road Orientation Contest is rich in content and comprehensive in genre,and the event report focuses on highlighting the social value brought by the contest.However,the quality of live broadcast content is poor.Television media lacks in-depth reports,and online media lacks original reports.There is less video content.From the perspective of communication channels,the Nanyue Ancient Post Road Orientation Contest has formed a communication pattern dominated by online platforms,with all media participation and multi-platform linkage.The trend of internationalization of communication channels is obvious,forming a broad international and domestic influence.However,it does not pay attention to live events and social media platforms.From the perspective of the communication audience,the event communication of the Nanyue Ancient Post Road Orientation Competition has achieved the effect of differentiated communication.But the regional is more obvious.Did not capture the younger audience.From the perspective of communication effect,the social effect brought by the communication of the Nanyue Ancient Post Road Orientation Contest is remarkable,which has helped the Orienteering Contest gain stronger social influence.However,the dissemination appeal of the event and the watchability of the event are weak.Finally,in response to the above characteristics and problems,this research proposes a series of coping strategies: to make the main body of communication"closer to the people" and to make the communication content grounded." Encourage and guide users to like and comment.Improve the live broadcast and video quality of the event.Pay attention to the cultivation and interaction of opinion leaders.Invite and create star players.Innovate the competition form.