| The Premier League is the best football league in the world with the highest degree of commercialization,publicity and promotion.It has a large number of fans all over the world.The success of the Premier League is also largely due to its global publicity and promotion strategy.In the Internet information age,social media as a very important means of communication,Twitter,as one of the world's social media giants,has naturally been fully tapped and utilized by the Premier League clubs.Social media has changed the world of sports communication.Users can receive,comment and share sports information in time.Relying on Twitter's powerful information platform,clubs can attract and rally fans through social media.Fans can also interact with their favorite stars through this channel,which has achieved very good communication results.Agenda setting is an operational theory commonly used in mass communication.Setting up topics under appropriate opportunities can influence the focus and order of the audience and play a better communication effect.The content of the English Premier League club's tweets is the topic setting of the club's mass communication.Based on the agenda setting theory,this paper explores and understands how the official agenda setting of the Premier League Club Twitter is conducted,which is conducive to grasping how the Premier League Club can disseminate and promote its content through Twitter,one of the largest social media in the world.This paper takes the content of official tweets published by the representative clubs of the Premier League as the research object,uses text analysis and topic modeling methods to analyze which topics are more user-involved,and studies the content selection and agenda setting of official tweets.Through the modeling of transmission after software analysis,the subject is subjectively modeled twice,so as to get more accurate subject research.It can be concluded that the seven major themes promoted by the Premier League club officials are star players,live broadcasting and battle papers,event news updates,interaction with fans,hyperlinks,offline activities and marketing.In the sample data analysis,the number of tweets with star players as the theme reached 131,accounting for 28% of the total content of the tweets,and the average user participation was the highest,with the average participation already exceeding 10,000.Real-time live broadcasting and Battle News followed closely by 102 tweets,ranking third in the event news update,with an average user participation of 8820,which is far ahead of the former.From the subject classification and participation of Twitter content,we can see what purpose the Premier League clubs are trying to achieve in the use of Twitter,how to use Twitter rationally,what theme to adopt and how to achieve better communication effect.Star players are the most precious resources of every club and team.To some extent,owning star players means owning brand and exposure protection.Placing star players in the first place on the agenda is in line with the interests and promotion of the team,and through the pre-survey questionnaire to fans,it also meets the information needs of fans for the official promotion of Premier League clubs.Another important use of Twitter for clubs is to release real-time updates during games.This is the main purpose of most Premier League clubs using the platform.For clubs,direct and immediate contact with supporters is very valuable.Direct interaction with fans is also an important way to contact and attract audiences.How to reasonably conduct social interaction among a large number of fans is also a necessary factor for officials to consider in communication strategies.By exploring the characteristics and modes of communication of the Premier League Club on Twitter,combining with relevant data statistics,text analysis and the final conclusions,this paper tries to put forward the following suggestions for the official transmission of the Premier League Club on Twitter:1.Strengthen the ability of official Twitter to set agenda in information dissemination and promotion.2.Develop influential players and opinion leaders.The most concentrated agenda set by the Premier League clubs is the star players,and it will be more effective to develop this part of the resources.3.Clubs should also be good at tapping the news value of fans.4.Adhere to the communication mode of "content is king".Deep reporting is still the weakness of Twitter's fragmented reading.Influenced by Twitter's "shallow reading",official Twitter should add in-depth reporting and commentary columns and other publications.5.Use their own resources to guide the audience correctly to ensure that the news is authentic and credible.In short,Twitter has provided clubs with new forms of information dissemination,changing the nature and quality of communication between supporters and fans.Premier League clubs should actively grasp the trend of issues,make use of their communication advantages and credibility,and strive to disseminate the most credible,authentic and positive information.Correctly guide and guide fans,carry out the positive transmission of Twitter information,produce a benign dissemination effect,promote the club's popularity and brand promotion. |
PDF Full Text Request