Research On The Key Elements Of The Construction Of Mainstream Public Opinion On Sports From The Perspective Of Deep Mediatization

The construction of a strong socialist modern state is the most distinctive proposition of the times today,and the report of the 20th Party Congress lists the construction of a strong sports state as one of the thirteen strong state construction goals.The construction of a strong sports nation requires not only the high-quality development of competitive sports,mass sports and sports industry at the material level,but also the construction of a good mainstream public opinion environment and the cultivation of a good social sports atmosphere at the ideological level.The construction of mainstream sports public opinion can not only promote the main theme of sports,inherit the spirit of Chinese sports and spread Chinese sports culture at the ideological level,but also feed the training of sports talents,the popularization of mass sports and the development of sports industry at the practical level.Therefore,the construction of mainstream sports public opinion is an inevitable requirement to achieve the goal of building a strong sports nation.However,with the continuous development of the times,the progress of media technology not only brings new opportunities but also new challenges for the construction of mainstream sports opinion.This paper takes the Beijing Winter Olympic Games sports event as the research object,adopts a research method combining participatory observation,comparative analysis and textual analysis with the help of Hjarvard and Hepp’s mediatization theory,deeply identifies the key elements of the construction of mainstream sports public opinion in the context of building a strong sports nation,explores the influence of mediatization on the construction of mainstream sports public opinion,and puts forward certain suggested strategies.Firstly,we analyze the development of mediatization sports public opinion in the era of intelligent media and discuss why the development of sports public opinion needs to adapt to the institutional requirements of media logic;secondly,we analyze the Beijing Winter Olympic Games sports events based on the theory of communication structure,and come up with the key elements to be considered in the construction of mainstream sports public opinion,and propose new contexts to be examined in each key element;then,based on the new contexts to be examined in the process of construction of mainstream sports public opinion,we discuss the key elements to be considered in the process of construction of mainstream sports public opinion from the perspective of the new contexts.Subsequently,specific research is conducted based on new contexts that need to be examined in the process of constructing mainstream opinion on sports.The study found that under the influence of deep mediatization,the key elements of mainstream opinion construction in sports are focused on three levels:people,media and technology.Firstly,at the level of the key element "people",sports officials need to mediatization-govern the mainstream sports public opinion with the orientation of good governance;athletes need to pay attention to avoid being held hostage by the Internet logic to expand the cracks in the sports public opinion pattern under the support of traffic;in the trend of "rice-circle" of sports viewers,attention should be paid to the "media" of sports.In the trend of "rice-circle" of sports viewers,attention should be paid to guiding the "rice-circle" of sports to play a positive value to help construct mainstream public opinion.Secondly,at the level of the key element"media",official media should seek innovative development that adapts to the media logic,so as to reshape the dominance of sports public opinion;professional media should base on the practice of "constructive journalism" and produce correctly oriented and differentiated contents;attention should be paid to the role of individual media in the sports public opinion field.We should pay attention to the key role of individual media in the sports public opinion field and guide opinion leaders to spread positive sports values.Thirdly,at the level of the key element "technology",in the face of intelligent technology-enabled sports broadcasting,it is necessary to make reasonable use of the evolving media technology to help upgrade live sports events and innovate sports news production mode,but also to be alert to the lack of sports culture and sportsmanship under the technological empowerment,and at the same time,it is necessary to pay attention to the synergy between algorithms and people to promote At the same time,we need to pay attention to the synergy between algorithms and people to promote the construction of mainstream sports public opinion.