Analysis Of The Communication Behavir And Interactive Effects Of The Official Weibo Account Of The International Olympic Committee During The Rio Olypic Games

2016 Rio Olympics attracted a great deal of attention in social media that has become a globally important media platform.Communicators and audiences flock and blend with each other in social media.During the communication of the Olympic Games in social media,the authorities need to strengthen their ability of communication to ensure the communication of the Olympic Games can have enough effect on social media,making the olympic spirit be spread.The research object is the communication purpose,behavior and effect of the official accounts of the International Olympic Committee(IOC)in Sina Weibo during the Rio Olympic Games.Based on the theories of journalism and communication,especially based on the empirical researches of microblog communication,as well as using the crawler technology to fetch the data and the content analysis to study the form of the text,the type of the content,the theme and the interaction effect of the official accounts——@Olympic Channel and @Olympic Games,the study wants to clear the positioning,communication behavior,characteristics and interaction effect of the accounts,so as to clarify the influence factors of interaction behavior(such as praising,commenting,forwarding,etc)in the process of communication,and to find the focus of the audience during the Olympic Games.At the same time,the study analyzes the advantages and the disadvantages of the communication and implementation behavior of the official accounts,and gives some advice as well.The study analyzes the difference in publishing behavior,the focus the key words,the content behavior and preferences of the two official accounts,as well as finds the reasons and communication purposes behind,and then finds the overall layout about weibo olympic communication in official organizations during the Rio Olympic Games by capturing all the weibo content,categorizing the content according to the type of the text,comparing the similarities and differences of the communication behavior between the two official accounts,and also combined with the official documents of the International Olympic Committee.Through collecting the data of praising,commenting,forwarding from different forms of text and types of content,the study analyzes the effect of audience interaction that is brought by relevant text and content behavior;and at the same time,analyzes the key words of the weibo that has the highest amount of audienceinteraction to find the theme to which audiences pay more attention during the Olympic Games,which can verify and complement with the previous result.The study finds that,during the Rio Olympic Games,the function of @Olympic Games is to publish the official information,show the Olympic spirit and convey the official attitude,while the function of @Olympic Channel is to generalize the official content,spread the Olympic Games,as well as be responsible for the management of communication activities,the exhibition of the Olympic Games,the maintenance of relationship with audiences and the promotion of the Olympic projects.Both of the accounts mainly spread the text with pictures,and focus on Chinese team,the athletes and the final result,which is more likely to get the better effect of communication.In addition,@Olympic Channel releases more short videos,and has more types of content and concerns.The star behavior and interactivity of @Olympic Channel gain the ideal interaction effect.As for@Olympic Games,it has a good effect on the communication of the Olympic spirit and the characteristics of the host country.However,the centralized video releasing behavior of @Olympic Channel does not receive positive feedback from the audiences,nor does the large number of reports about the competition results in@Olympic Games improve the level of interaction.The suggestions are to publish more video weibo combined with the popular theme,make the pictures be in the dominant position of the content,reduce the result reports of @Olympic Games,make full use of the advantages of @Olympic Channel,and give up the centralized video releasing behavior.