The Communication Research On Sina Topics During The Period Of The Pyeongchang Olympic Winter Games

Sina conducted an internal inspection in 2009 and Sina topic occurred in the horizon of users in 2011 to create the new-type propagation mode for spreading large-scale sports events,so as to welcome the new era of spreading large-scale sports event topics.With the increase of Sina users,topics are chased by an increasing number of users.The topic propagation of the Pyeongchang Olympic Winter Games in 2018 preheated the propagation of the Beijing Olympic Winter Games in 2022 and it was also the climax to spread large-scale sports events by new media.Meanwhile,Sina topics not only attract common users,commercial institutions and We-media,but also spread the influence by spreading Sina topics,attract fans,and gain benefits.As a result,to study propagation process of large-scale sports events in Sina topics and comprehend topic status and propagation process shows practical significance.This paper regards literature data method and content analysis method as main research methods,Sina topics as objects of study,the event period of the Pyeongchang Olympic Winter Games from February 9,2018,to February 25,2018,as the research period,and Sina topic contents of the Pyeongchang Olympic Winter Games as research texts.This paper studies the communication subjects,communication contents,communication forms,user analysis and propagation effect of Sina topics during the period of the Pyeongchang Olympic Winter Games,analyzes some problems of Sina topics in the Pyeongchang Olympic Winter Games and proposes the corresponding topic diffusion development strategies.According to five aspects of the study,the communication subjects include topic compere who determines the basic direction of topics and gives priority to the original publication.The communication content is the core of topics and reflects in the large difference between non-event contents and event contents or even poor quality.The presentation of communication forms is very rich.Also,interface design needs to make innovations.User experience directly affects the propagation effect and it is featured with large user differences and high interactive frequency.The propagation effect is the last threshold to inspect weibo topics.During the period of the Pyeongchang Olympic Winter Games,daily topics were focused on changes of events,showing the concentrated participation and obvious liveness.At last,by aiming at propagation status of weibo topic propagation in five aspects,the author draws some conclusions during the period of the Pyeongchang Olympic Winter Games,including a shortage of specialty for compere,content optimization,shortage of specialization in interface design,interactive mode to be improved,and insufficient propagation effect.The author proposes some strategies for deepening communication contents and realizing high-quality propagation,such as improve the role of government affairs' weibo,deepen topic connotations,simplify and make innovations on communication forms,and change the push thoughts.