A Study Of Chinese Audience’s Social Media Use For Sports During The Beijing Winter Olympics

This study takes three perspectives: the audience of the consumer,the media as metaphor,and the Olympic rituals in the global landscape,and argues that today’s media environment has changed significantly,and in these particular contexts,this study seeks to explore the uniqueness of the Chinese audience’s social media use and evaluation of sport during the Beijing Winter Olympics,as well as what factors influence the Chinese audience’s social media use behaviour,and what is the media evaluation of it after the use behaviour.This study will help to clarify the social media usage and evaluation of Chinese audiences during the Winter Olympics.This will help to clarify the relationship between audiences’ social media use,audiences,media and environment in the context of the Winter Olympics.It will help to understand the uniqueness of Chinese audiences’ use and evaluation of particular media in particular contexts.It will help to inform the social media operations of relevant sports media organisations based on audience behaviour.Combining major sporting events,social media use and evaluation,and audience behaviour for exploration is also beneficial in adding diversity to research in this area.Based on this,this study refers to media system dependency theory after combing through the relevant literature,divides the influencing factors into three aspects:individual audience,social media and social environment,and includes demographic factors,individual motivation,sports fan identity and patriotism into the individual dimension,media dependency into the social media dimension,and group environment and viewing scenario into the environmental dimension,to comprehensively analyse the influence of these factors on sports The study found that the impact of these factors on the use of social media during the Beijing Winter Olympic Games was not only a matter of individual motivation,but also of social media dependency.The study identifies the unique media use behaviour of Chinese audiences during the Beijing Winter Olympics,and the factors that influence this behaviour.Specifically,social media dependency,communication and connection motivation,group environment,access to information motivation,entertainment motivation,and usage scenario significantly influenced Chinese audiences’ sports social media usage,social media dependency,communication and connection motivation,group environment,and usage scenario significantly influenced Chinese audiences’ sports social media usage duration,access to information motivation,group environment,communication and connection motivation,usage scenario,and usage scenario significantly influenced Chinese audiences’ sports social media usage duration,access to information motivation,group environment,communication and connection motivation,and usage scenario,Social media dependency significantly influenced Chinese audiences’ preferences and satisfaction with sports social media use.Based on the findings,this study concludes that Chinese audiences’ use of social media during the Beijing Winter Olympics was characterised by short but deep use,a focus on diverse content and a tendency to be influenced by attitudes,gender as the most significant individual difference,and the involvement of non-sports fans in major sporting events.Media use behaviour is influenced by a combination of individual,media and environmental factors;motivation,dependency and group environment are the most significant factors influencing media use.It is suggested that sports social media organisations should focus on producing unique and diverse content,pushing out personalised content,paying attention to the group environment of their audience,and using the characteristics of social media to maximise the effectiveness of their communication content.