Research On Propagation Characteristics And Optimization Path Of 3x3 Basketball Games In China

With the successful holding of the 2021 Tokyo Olympic Games,3X3 basketball,as the first event to enter the Olympic Games,appeared in the public’s view.China’s three-man women’s basketball team won the bronze medal,making 3X3 basketball quickly popular in China and deeply popular with the public.With the development of the Internet,the number of media network platforms has increased rapidly Sports events are inseparable from sports communication.The development of sports events needs to be communicated through media so that more people can understand 3X3 basketball,participate in 3X3 basketball and fall in love with it.Based on the "5Ws" of Communication theory of communication,this paper studies the communication characteristics of 3X3 basketball games in China.At the same time,the case analysis method is adopted to analyze the case of Sina 3X3 Golden League and draw lessons from its successful communication path On this basis,find out the optimization path of 3X3 basketball games in China,and then promote the promotion and development of 3X3 basketball games in China.The conclusions and suggestions are as follows.Conclusion:（1）The main characteristics of communication of 3X3 basketball events in China are diversified,with the Chinese Basketball Association government enterprises as the main body.The Chinese Basketball Association is professional and authoritative in communication,the government plays a leading role in the main body of communication,and the enterprises play a role in promoting the commercial development of the competition.（2）The communication content of 3X3 basketball games in China is characterized by the combination of sports and entertainment,and the communication content presents the characteristics of multi-field integration.3X3 basketball originated from the street,and street culture has the characteristics of grassroots.（3）3x3 basketball tournament in China spread channel features present transmission way diversification,mainly the new media,mainly through micro-blog the account to release the graphic video of the event,no.3 x3 basketball tournament We Chat public release event related tweets and information,short video account release the way such as video highlights of the channel transmission of the event.（4）The characteristics of the audience of 3X3 basketball games in China are analyzed from three aspects: the gender and age of the audience and the relationship between the communicator In terms of gender,the participation and attention of women are lower than that of men.In terms of age,teenagers are the main group,while middle-aged people have low participation.In terms of the relationship between communicators and communication audiences,the interaction between audiences and communication subjects is not strong,and the initiative of audiences in interaction is low.（5）The characteristics of the communication effect of 3X3 basketball games in China are analyzed from the three aspects of audience’s environmental cognition,psychological identity and social behavior.In terms of environmental cognition,audience has a high degree of awareness of the game,while in terms of psychological identity,audience has a high degree of recognition of the game,and the number of participants in social behavior increases year by year 3X3 basketball games have a good communication effect in China,and more and more people pay attention to and participate in 3X3 basketball games.Advice:（1）At the level of communication subject,give full play to the role of communication subject of 3X3 basketball tournament in China,strengthen the cooperation between the government,China Basketball Association and enterprises,and jointly promote the development of 3X3 basketball in China to a better direction.（2）Communication content level : relying on three basketball grassroots culture,play grassroots players ’ sports spirit.Optimize the communication content of the event,increase the depth of the communication content,and expand the dissemination of high-quality content.（3）Communication channel level : increase the frequency of transmission on television,broaden communication channels.Increase the publicity of events in various media,improve the exposure of events,use the advantages of media communication,and create a good communication atmosphere.（4）Communication audience level : for different gender,age audience,for different audience needs,develop different content of the event.Competition subject should enhance the interaction with the audience,the audience from passive acceptance into active participation,give full play to the role of the audience in the event communication.（5）Communication effect level : to create a well-known three basketball stars,the use of star effect,so as to expand the influence of the event to increase the spread of3X3 basketball events,improve public participation,promote the sustainable development of 3X3 basketball.