Research On The Application And Development Strategy Of Sina Weibo In Sports Media In China

With the continuous development of Internet technology,great changes have taken place in the social media industry.Some new network media have begun to make full use of advanced Internet platforms to give full play to their unique and convenient values in resources and groups.The features of simple,fast,efficient and convenient are more powerful than traditional media.Struggle.In the existing network communication activities,the media can attract the audience's demand according to the random set of issues,and spread widely in the way of micro communication.It can even analyze the news media guidance public opinion and burst news in a short time.The characteristics of micro propagation also make the original network media transmission pattern.Profound changes have taken place.This paper studies the application and development strategy of Chinese sports media in Sina micro-blog by means of expert interviews and documents.The research shows that the sports media represented by sina sports,the original content of the content in the Sina micro-blog is its key advantage,and the mode of information transmission is convenient and helpful.We should emphasize the characteristics of sports news interaction and emphasize the equality and autonomy of sports news media.In addition,the development characteristics of all kinds of sports media in Sina micro-blog have both commonness and unique characteristics,such as they all have the delay of transmission,and the plane sports media,represented by the sports body weekly,has changed from the periodic media combination to the multimedia combination of the all-weather instant report under the micro-blog platform.It has greatly reduced the time and cost of reporting.In the aspect of sports media culture communication,sports media reports in Sina micro-blog show the characteristics of stardom,popularity,media and globalization.However,there are many problems in the application and development of sports media in Sina micro-blog.For example,more than ninety percent of the attention group of micro-blog users,especially the sports media,are young people aged 18 to 25,and the audience range is small;the sports media reports are fragmented because of the limited number of sina micro-blog and the sports media reports are flat.With the rapid and extensive spread of the platform,the public can not guarantee the authenticity and legitimacy of the information sharing and two creation,and it is difficult to supervise the network public opinion;sports stars are highly concerned by the society in micro-blog,and the fan effect brought by the fans is a double-edged sword.In view of the problems found in the above research,this paper puts forward some suggestions for rationalization and improvement,such as: digging deeper into the expanding value of the sports media,expanding the audience's face,developing new information reporting and sharing mode,not only playing the advantage of information fragmentation,but also making up for the insufficiency of the integration of information and interest,and making clear the subject of responsibility,Sina and micro-blog,as the platform leader,should strictly audit and control the information released on its platform;besides the real name system,we should strengthen the supervision mechanism for all users and ensure the correct guidance of values.