新媒体时代新浪体育微博发展的现状研究

发布时间：2017-12-31 15:32

本文关键词：新媒体时代新浪体育微博发展的现状研究　出处：《西安体育学院》2017年硕士论文　论文类型：学位论文

【摘要】：新浪体育微博作为新体育传播媒体在互联网时代有着举足轻重的地位,尤其是在重大赛事的转播当中,各大门户网站与新浪微博合作申请的认证微博账户发布的相关体育微博在网民之间形成了一种新闻连锁反应。本研究结合2016年里约奥运会期间新浪体育微博的现状分析新浪体育微博的特点,并在此基础上提炼出相应的优缺点,针对新浪体育微博运营过程中的弊端提出真实有效的改善建议及发展对策,以及对新浪体育微博的新媒体发展提供可参考意见。本研究的主要研究内容涉及到几个方面:首先,研究者在前期进行了详尽的资料准备与整理,在梳理脉络的基础上着重阐述本研究的目的、意义、文献综述相关内容以及研究方法的概述;其次,研究者就新浪体育微博的发展现状与主要特点,结合里约奥运会期间体育微博的内容及官方数据,从场内外赛事报道、发布渠道和栏目编排角度深入分析新浪体育微博的主要特点,即报道内容涵盖场内场外,涉及范围更广泛、渠道以网络为主,颠覆传统传播机制、栏目编排注重过程性与创造性;再次,研究者在资料整理分析的基础上总结了新浪体育微博的赛事传播优势之处在于其专业化向大众化转变的趋势、在于其信息传播方式从粗犷到细腻的转变、也在于其自媒体账号以及体育明星的签约账号更多更权威。相应的新浪体育微博的劣势也较为明显,从对比的角度来分析,主要劣势是行业权威性下降较为明显,传播内容也以集锦代替全程直播,其板块衔接明显不如腾讯微博更科学严谨,另外其签约的赛事解说员及重要运动明星被腾讯体育微博瓜分,形成较大竞争与制约;最后,本研究为新浪体育微博的改进与完善的建议,建议内容主要从完善平台间竞争机制、和谐人才关系、功能健全以及资源共享四个方面出发,为新浪体育微博的长远发展提供帮助。
[Abstract]:Sina sports Weibo as a new sports communication media in the Internet era has a pivotal position, especially in the broadcast of major events. The related sports Weibo issued by the major portals and Sina Weibo's cooperation application for certification Weibo account has formed a kind of news chain reaction among netizens. This study combined with Sina Sports micro during the Rio Olympics in 2016. Bo's current situation analysis Sina sports Weibo's characteristic. And on this basis to extract the corresponding advantages and disadvantages, aiming at Sina sports Weibo operation of the shortcomings of the real and effective improvement suggestions and development countermeasures. As well as the new media development of Sina sports Weibo to provide reference advice. The main research content of this study involves several aspects: first, the researcher carried out detailed data preparation and collation in the early stage. On the basis of combing the context, this paper focuses on the purpose, significance, literature review and research methods of this study; Secondly, the researcher reports from inside and outside sports events on the current situation and main characteristics of Sina sports Weibo, combined with the content and official data of sports Weibo during the Rio Olympic Games. Release channels and column layout perspective in-depth analysis of the main features of Sina Sports Weibo, that is, the coverage of the inside and outside the venue, involving a wider range of channels to the network, subvert the traditional communication mechanism. Column arrangement pays attention to process and creativity; Thirdly, on the basis of the analysis of the data, the researcher summarizes the advantage of the sports event communication of Weibo in Sina, which lies in the trend of its specialization to the popularization, and in the transformation of its information dissemination way from rough to exquisite. Also lies in its own media accounts and sports stars signed accounts more and more authoritative. The corresponding Sina Sports Weibo's weaknesses are also more obvious, from the perspective of comparative analysis. The main disadvantage is that the industry authority decline is more obvious, the dissemination of content is also to replace the full broadcast of panorama, its plate convergence is obviously less than Tencent Weibo more scientific and rigorous. In addition, its signed event commentator and important sports stars were divided by Tencent Sports Weibo, forming greater competition and constraints; Finally, this study for the improvement and improvement of Sina sports Weibo recommendations, the content of the recommendations mainly from the improvement of the platform competition mechanism, harmonious talent relationship, sound function and resource sharing four aspects. For Sina Sports Weibo long-term development to help.
【学位授予单位】：西安体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;G80-05

【相似文献】