| With the continuous popularization of the Internet and mobile devices,sports live broadcast platform has gradually become one of the main platforms to present sports information,and the unique advantages of sports live broadcast platform are also gradually reflected.From the perspective of technical means,sports live broadcast platforms have more advanced technical means to provide better viewing experience for audiences.In terms of timeliness,sports broadcast platform can quickly release sports news,sports events and related information to sports media.It provides users with web browsing,and provides users with the fastest and most comprehensive sports information;From the perspective of audience feedback,sports live broadcasting platforms can realize the interaction between people and can quickly collect feedback information such as comments and Suggestions from the audience,so as to improve their communication effect.Therefore,the emergence of sports live broadcast platform not only improves the communication effect of sports news,sports events and video related to sports,but also changes the way people obtain physical information,thus greatly improving the user experience of the audience.Domestic live sports platforms are playing an important role in sports events and news dissemination,and will also play a greater role in communication.Among the domestic sports broadcast platforms,tencent sports is of typical significance.With the powerful background advantage and abundant resources of tencent,tencent sports quickly became the leader of domestic sports media in a very short period of time.The success of tencent sports cannot be separated from its emphasis on platform communication content and communication strategy.This article through to tencent sports broadcast platform communication content and communication strategy research,summed up the propagation characteristics of tencent sports broadcast platform,and through to the citizens of Jinan random questionnaire,analyze tencent sports platform of the live,media and social communication effect,and puts forward the optimization tactics of the tencent sports broadcast platform communication effect.The research results areas follows:1.From the communication characteristics of tencent sports live streaming platform.In terms of communication content,tencent live sports platform mainly provides live sports events,real-time text broadcast and news reports and other sports information.Is showed from the perspective of communication strategy,exclusive of the broadcast rights and the rights of the event,to improve the interaction of the template,membership of unique platform and advanced live plate,at the same time,the presentation of information to meet the needs of the majority of people especially the young and middle-aged group,and make good use of the live broadcast and report of hot sports events to attract higher attention.2.From the perspective of audience effect in terms of audience classification,jinan audience of sex for male,age is relatively small,high cultural level and professional level of the group,and contact with more energy and financial resources and time to participate in sports activities,are more likely to be interested in tencent sports broadcast platform,at the same time,tencent sports broadcast platform caused by sports attitude,sports cognitive effects and audience participation effect is very significant.The degree of satisfaction with the status and richness of the event is relatively high,while the degree of its commentary,viewing experience and recommendation is relatively low.3.From the perspective of media communication effect,the media communication effect of mobile devices is relatively considerable,while that of Internet media is relatively weak.It is necessary to achieve the common development of Internet media and mobile device media.4.From the perspective of social effect,tencent sports live broadcast platform has the effect of social persuasion and cultural exchange,making the audience in Jinan receive the constraint of social behavior under the influence of tencent sports live broadcast platform.At the same time,it also carries the important function of spreading sports culture.By using tencent sports live broadcast platform,more audiences in Jinan can understand the styles and cultures of other countries. |
PDF Full Text Request