Research On Migu Video CBA Home Team Commentary Communication Innovation In The New Media Context

As a carrier for the public to obtain sports information,sports commentary is an important communication window for promoting sports culture and telling Chinese sports stories.With the development of new media,the innovation of media technology empowers the audience to improve their status in the communication of sports events,breaking through the one-way linear information dissemination mode in traditional sports commentary,and the audience has more voice in the communication of sports events,and selectively put forward more diversified and personalized demands for sports commentary.Sports commentary in the context of new media shoulders a higher standard of communication mission and ushers in an unprecedented innovative development pattern.This paper combines the use and gratification theory to study the innovative mode of Migu video home team commentary.First of all,this article sorts out the development process of Migu Video’s involvement in the sports commentary industry and the characteristics of sports commentary dissemination since the 2018 World Cup in Russia through the literature method,and cross-comparisons Migu Video with other online live broadcast platforms.Sports currently in the sports commentary sector The current situation of the dissemination of sports,and analyze the basis for the innovation of Migu video sports commentary in the context of new media.Secondly,use the in-depth interview method and text analysis method to study the home team commentary mode of Migu Video in the 2021-2022 season CBA league,and select a season with high popularity as the entry point,combined with the author’s practical work experience,how to innovate around the home team commentary To conduct in-depth research on this issue,to discover the problems existing in the home team commentary mode,and to propose practical and theoretical optimization schemes for the field of sports commentary innovation research.This paper found that because the sports commentary dissemination of Migu Video started relatively late,the development strategy centered on using and satisfying the theory and adding extra value to external guests to create a luxurious commentary lineup,showing new features such as entertainment,socialization,and elite,in order to attract Audience attention.In order to further meet the needs of the audience and retain more users in the fierce competition environment of the sports event broadcasting market,Migu Video takes copyright policy decentralization,media technology innovation,and audience status improvement as the basis for innovation,and combines demand hierarchy theory from technology and concept Create the home team commentary mode at three levels,content.Among them,technological innovation provides objective prerequisites for concept innovation,and concept innovation determines the quality of content innovation.The three cooperate with each other to form a close internal innovation logic.Although the home team commentary mode has formed a good cohesion of sports culture in the process of communication,there are still constraints such as limited scope of communication,insufficient professionalization,and blocked interactive channels.Therefore,in order to improve the innovative achievements of sports commentary,this paper believes that in the future,the home team commentary should be carried out in an all-round way from the aspects of optimizing the media technology of the home team commentary,facing up to the communication concept of the home team commentary,improving the content quality of the home team commentary,and broadening the publicity channels of the home team commentary.