Research On The Communication And Mobilization Mechanism Of New Media Social Network And Marathon

The marathon has a history of more than 100 years.Unlike traditional sports that play in the sport venues,marathons relying on urban roads are characterized by openness,long distances,large spaces,and fluidity.During their development,they gradually formed a marathon culture represented by challenging themselves and never giving up.It became a sports event of mass participation and mass communication.The domestic marathon started with the Beijing Marathon in 1981.In 2011,it was called the first year of "Marathon Fever" in China.The marathon and related road races reached 22 in the same year.As a large-scale competition,the marathon can bring a series of positive benefits to the host city.It is named after the city,focusing on the characteristics of city,and reflecting the development of city.Thereinto,providing a communication platform for the city is very important.After the Chinese Athletic Association cancelled the competition approval in 2015 and relaxed the admission procedures,the number and scope of marathon race has rapidly expanded.It is a popular sports event today.Under the background of the mobile Internet,the marathon has achieved a great development.Social media,represented by wechat,plays an important role in the stabilization and expansion of the marathon group.Social circle of new media is increasingly becoming an important area for them to receive,organize and communicate.As a media event that broadly displays the image of the city,the marathon has a network mobilization mechanism,if you want to improve the propagation effect of local marathon,you must comply with this mechanism.This thesis takes the Xi'an International Marathon as a case,analyzing the entire process from the perspective of public communication,discussing the functions of social network represented by wechat moments in the marathon.On this basis,researchist put forward some strategies and paths to optimize the communication and mobilization effect of the Xi'an International Marathon.In this study,12 participants of the 2019 Xi'an International Marathon are selected to conduct the research.First of all,researchist observes their wechat moments,constructing analysis index based on sharing time,the way of communication,content and emotional tendency.By the content analysis of typical participants,a communication picture of the Xi'an International Marathon in wechat moments was conducted.Secondly,based on the content of the wechat moments,combined with interviews with 17 participants,the researchist make analysis for the mechanism and characteristics of marathon communication and mobilization.It was concluded that the communication of marathon has characteristics of mass participation,"closest first",and limit of communication circle;Finally,in view of the status quo and problems of the Xi'an International Marathon,the researchist proposes optimizing measures such as enriching the content and services of the official platform,organising a series of activities,unblocking the channels for the watching crowd and increasing visual interests.The intent is to enhance the communication effects of marathon and take marathon as a city brand better.