Research On News Dissemination Of Rio Olympic Games By Sina Sports Microblog

With the development of society,science and technology become increasingly innovative,affecting all aspects of social life.In the 21 st century,Internet technology is developing rapidly.On that basis,new media is advancing and impacting the development of traditional media.Microblog is one kind of emerging online media that has been developing in recent years.Its own characteristics are changing the access that the audience has to news.Sports microblog is an important part of microblog.And owing to its characteristics like being real-time,interactive and“grass-roots”,it promotes the spread of sports news considerably.Thus,sports microblog has gradually become one of the major ways of sports news dissemination.Literature review,content analysis and other research methods are adopted in this paper.The microblog contents about 2016 Rio Olympic Games by Sina Sports are the research objects.The text time of the microblog is during the opening and closing ceremonies of Rio Olympic Games.The news contents during Rio Olympic Games are employed as the research sample and Laswell's5W model is used as the content analysis framework.The status quo and characteristics of Sina microblog in large sport games are analyzed from five aspects,including the main body,contents,forms,communication channels and dissemination effects.Afterwards,the author finds several problems and tries to put forward some countermeasures.Accordingly,the future development trend of sports microblog is predicted.According to the analysis,the author discovers the status quo and characteristics of the news dissemination of Sina sports microblog during the Olympic Games,which are presented as follows.The official microblog is the major dissemination channel and sometimes it also forwards news from other microblog accounts.The contents as well as the combination form of messages are diversified.In addition,the dual platform of communication channel is shared.And the influence of microblog dissemination is profound.However,there are some problems in the dissemination of Sina sports microblog,such as the lack of supervisor,authority,insight,diversity and credibility,the unreasonable pursuit of high speed,unorganized information,and Internet language violence.Above all,the author proposes some countermeasures to tackle the problems.It is vital to enhance the professionalism of journalism and increase insightful reports.And it is also suggested to strengthen the function of directing public opinions that sports microblog can perform.Apart from that,the Internet legal system and supervision should be enhanced and microblog users' moralstandards should be improved.