| China’s sports industry is in a stage of vigorous development,and the rise of new sports media also makes the sports economy face an optimistic future.The NBA League is one of the most popular international events in the world and has a huge group of fans in China.As the exclusive network broadcaster of NBA China,Tencent Sports is the representative of new sports media in the current media environment.Therefore,this study aims to explore how Tencent Sports its communicative purpose through different online communication platforms from a genre perspective.To a certain extent,this has made up for the gaps in current research on Internet genre in the context of China,and has also provided relevant strategies and suggestions for the next step of the Chinese sports new media’s communication practice.This research uses three research methods,including the literature method,discourse analysis method,and text analysis method.Genre analysis,as one of the approaches of discourse analysis,focuses on the analysis of the social context behind the text.It integrates the framework and research methods of various analytical approaches of discourse analysis and gives discourse a multi-dimensional perspective.This article is divided into three parts and the first part is about the move analysis of the NBA section,This part follows Swalse’s approach of move analysis,aiming at different communication purposes(information purpose,news purpose,entertainment purpose and marketing purpose)to the functional stages generated on the three different online platforms of Tencent Sports.Or functional step analysis,using a twodimensional genre model to explain the language step analysis of the genres of the three online platforms.The second part is to use the text type theory in genre theory to analyze and compare the text types of the three platforms with Werlich’s theory of text type.By focusing on the four topics "Regular Season:Lakers VS.Rockets","Harden Transfer to the Nets","One Year Anniversary of Kobe’s Death"," and "NBA game postponement under the epidemic",this part analyzes and summarizes text type distribution characteristics of the three platforms:Tencent Sports NBA website platform,mobile platform and WeChat official account platform.The third part is the rhetorical strategy of the NBA section on Tencent Sports on the three platforms,combined with the first part,the application of discourse analysis method is used to analyze its information purpose,news purpose,entertainment purpose and marketing purpose.The research results show that from the perspective of move analysis,differences of the move structure presented by the three ports of Tencent Sport are outstanding.The web platform is based on the nature of the Internet and provides users with more convenient information and news needs through its own language step design;the mobile platform has a certain similarity to the web page in the construction of the move,but the settings are better than the web platform.It is more humane,and it is also stronger in achieving entertainment and marketing purposes.The move setting on WeChat is relatively concise,focusing on the satisfaction of information and news communication purposes.From the perspective of text type analysis,the impact of different topics is stronger than that of different platforms,and narrative texts occupy the main text types in different topics.From the perspective of rhetoric strategy,based on the nature of the platform itself,the rhetoric strategy adopted is also different.The web platform pays more attention to the presentation of information,the mobile platform focuses on personalized customization and recommendation,and the rhetoric focus of the WeChat platform is to attract users’ attention. |
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