| Nowadays,with the rapid development of micromedia based on Weibo and We Chat,and with the continuous introduction of slogans such as cultural self-confidence and cultural soft power,China attaches more and more importance to its own traditional culture.Understanding the spread of martial arts culture is of great significance to the development of the whole martial arts industry.However,at present,there is still little theoretical research on the spread of martial arts culture in the micro-era.Therefore,this paper mainly takes the current situation of Weibo martial arts culture communication in the micro-era as the main content,using the method of literature,case analysis and content analysis.Logical analysis and other methods,and according to the Las Weir 5w model theory divided into five major research In the field of research,this paper analyzes the communication platform,communicator,communication content and communication effect of Weibo martial arts culture communication,and describes the whole communication process of Weibo martial arts culture communication in as much detail as possible.Thus,the present situation of Weibo martial arts culture communication is analyzed,and the relevant strategies are given according to the current situation of martial arts culture communication in Weibo.The main conclusions of this study are as follows:1.As far as the communication platform is concerned: Sina Weibo,as the platform with the largest number of active users per month on Weibo,is rich in celebrity resources,covering elite people in various industries,including a large number of martial arts bloggers.This provides a good communication platform for martial arts culture dissemination,but the interaction among Weibo bloggers is not enough,and the communication characteristics are not obvious.2.As far as communicators are concerned: with the check-in of many official organizations on Weibo,it has played a certain role in promoting the spread of martial arts culture.However,after research,it has been found that the communication attitude of many official organizations or local association organizations is not very positive,and the activity of Weibo,the dissemination of content,and the dissemination of Weibo need to be improved.Even some official organizations,Weibo,are still updated in 2014.3.As far as the means of communication is concerned: in the era of mass media,the dissemination of information is mainly carried out in the form of words,picturesor videos.With the development of new media,the way of cultural communication is constantly being innovated.Since 2017-2018 hot events,the current spread of martial arts culture in Weibo has increased,but the means of communication is still based on the traditional means of communication,innovation and attraction is not enough.4.As far as the overall communication situation is concerned: at present,the polarization phenomenon of martial arts culture communication in Weibo is relatively serious,the events dominated by boxing and fighting have received extensive attention,and the dissemination of martial arts culture by an official organization has been relatively strong.Although traditional martial arts have received further attention,but the spread of inheritors is not enough,the spread is relatively vague,not systematic and detailed.The main strategies of this paper are as follows:1.The official organization leads the course,and the martial arts bloggers display their own skills to promote the dissemination.2.To enhance the exchange and interaction with the Weibo account and form the Weibo Alliance.3.Each micro-blogger is located in a quasi-position and is unique to form its own communication style.4.Summon media talents,innovate the means of communication,and increase the interest of martial arts culture communication5.Regular interaction and integrated development under the line of line to make the martial arts more active... |
PDF Full Text Request