Research On The Influence Of Sports Events On The Communication Effect Of Sports Short Videos

With the advantages of fast,easy-to-read and highly infectious innovative communication,short sports videos have become the preferred channel for sports media to transmit sports events and news bulletins.How to improve the communication effect and efficiency of short sports videos has become a problem that creators must consider.This paper,starting from the topic setting level of communication content,pays attention to and explores the influence of sports events’ own attribute value on the communication effect of sports short videos,takes the broadcast volume as the key reference,analyzes the specific influence effect of sports events on the communication effect of sports short videos,and then puts forward some communication strategies to improve the communication effect of sports short videos and media influence.In this paper,starting with the research problem,the methods of literature review,case analysis and mathematical statistics are applied to solve the problem.Based on SIPS model,use and satisfaction theory,rational behavior theory and event system theory,the influence mechanism of sports events and sports short videos and the reasons for the difference in effect are analyzed theoretically.Then,using the method of time series analysis,taking the Tik Tok account of Shandong TV Sports Channel as the empirical research object,this paper deeply observes the influence mechanism of sports events on the communication effect of sports short videos with objective data,thinks about the reasons behind the relationship between them,and makes clear the difference of the influence effect of different sports events on the communication effect of sports short videos.The conclusions are as follows:(1)Sports events play a guiding role in the communication effect of sports short videos,and there is an obvious correlation between sports events and the communication effect of sports short videos in time sequence,and the more sports events that resonate with the audience,the more they attract the audience’s attention,thus promoting the communication effect of sports short videos;(2)There are differences in the influence of sports events on the communication effect of sports short videos,and the differences in the influence results are closely related to the audience’s needs,and the higher the degree of meeting the audience’s needs and expectations,the better the communication effect will be;(3)Sports events with different attributes have a two-way effect on the propagation effect of sports short videos,and sports events will produce positive continuous promotion or negative attenuation due to their differences in time,space and intensity attributes.The sustainability of sports events with long time,wide spatial range and high level intensity will enhance the propagation effect of sports short videos.By observing the specific attributes and characteristics of sports events,it is concluded that the termination of sports events reduces the communication effect of sports short videos,major sports events can enhance the communication effect of sports short videos for a long time,and sudden sports events can quickly deviate from the original communication trend.Therefore,this paper verifies that sports events will have an impact on the communication effect of sports short videos.Based on the relationship between the two,this paper puts forward some targeted content communication strategies:(1)Maintain the frequency of sports events and choose the topic "delocalization";(2)Selecting sports events according to the audience’s needs to enhance the communication permeability;(3)Stratified construction of sports events to improve the effect of differentiated communication.Through the adjustment of the above content strategy,the communication effect of sports short video news can be improved and the influence and radiation ability of sports media can be expanded.