Research Of Sina Sports Blog In The View Of Communication

In 1998,Blog came into being,and has become the most popular transmission mode in the network rapidly.Blog gives people unprecedented rights to affect the medium with the advantages of“Get-in with no barriers”and“Low cost”and makes an explosive changes in social culture.In just a few years,it has not only developed in the surprising rapidity,but also rapidly become an important proposition to be reckoned with in the field of Communication,especially the network communication.Blog with the sports theme is the unique type within all-embracing blogs,In May 2005,Sina opened a Sports Blog Channel (http://sports.sina.com.cn/blog) specializing in embodying the sportsmen’s blogs set up by sports stars,athletes,sports journalists and commentators,and the articles written by grassroots writers on the sports theme.Once published,the Sina sports blog subsequently adored by people.Sina has a number of sports personalities,such as the famous sports stars,journalists and commentators etc.with a big push on sports blog mainstreaming.The Sina Sports Blog Channel has been growing into ripeness after several years of development.This research can be divided into two topics.Firstly,survey the rapidly expanding the Sina Sports Blog from the point of view of Communication,and analyze its communication features.The key to realize the sports blog in the viewpoint of Communication is to analyze the main body,audience and content of communication of the Sina Sports Blog,and attempt to construct the communication mode of sports blog,and analyze its communication type.The appearance of blog will be bound to bring certain shock to traditional communication theory.Secondly,it analyzes the Sina Sports Blog by two typical theories,namely“Gatekeeper”and“The Agenda-setting Function”,and explains the forms of gate-keeping and agenda-setting in details.