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体育类微信自媒体研究 ——以“我爱女排”微信公众号为例

更新时间:2019-02-01
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体育类微信自媒体研究 ——以“我爱女排”微信公众号为例

摘要:在Web2.0时代产生的自媒体具有传播速度快、门槛低的特点,非常符合体育事件突发性、实时性的特点。随着中国体育事业的进一步发展,体育类自媒体开始出现在中国社交网络和在出现在微博、微信等各社交媒体平台上,体育媒体在短时间内也完成了跨越式发展。
新媒体环境下用户和运营者之间能够更直接的沟通交流,在第一时间知道用户的想法和反馈,是一个直接的获得,在这一过程中从业者也因顺应媒体的需求,来适应不同人群的需求。
本文选取在发展和运营上都较有特色体育类微信自媒体公众号“我爱女排”为研究案例,通过个案研究、内容分析、深度访谈等研究方法,分析了“我爱女排”微信公众号快速发展的内在原因和成功之处,并对其传播特点和推送特点进行研究。
研究主要总结出“我爱女排”内容推送上的特点,即内容的多元化,用户定位的精准,本文其分析了内容推送特点、传播效果与运营模式,从而得知体育报道在新的社交媒体中的特点。体育报道通过网络形式,建构起新的社会群体,让体育传播更加便捷、广泛、互动、平等和平民化,突破了不同阶层、不同群体之间的界限,同时也促进了体育文化体育精神的传播。
Abstract: The self-media produced in the era of Web 2.0 has the characteristics of fast speed and low threshold, which is in line with the characteristics of sudden and real-time sports events. With the further development of China’s sports industry, sports-based self-media began to appear in Chinese social networks and appeared in various social media platforms such as Weibo and Wechat. Sports media also completed a leapfrog development in a short period of time.
In the new media environment, users and operators can communicate more directly and communicate with each other. Knowing the user’s ideas and feedback in the first place is a direct acquisition. In this process, the practitioners adapt to the needs of the media. Different population needs.
This article selects "I love women's volleyball", a professional sports micro-channel self-media public number for development and operation, as a case study. Through case studies, content analysis, in-depth interviews, and other research methods, we analyzed the "I love women's volleyball" WeChat public number. The internal causes and successes of rapid development, and research on its propagation characteristics and push characteristics.
The research mainly summarizes the characteristics of “I love women's volleyball” content push, namely the diversity of content and the accuracy of user positioning. This article analyzes the characteristics of content push, dissemination effect, and operation mode, and learns that the sports report is in the new social media. Features. Through online forms, sports reports construct new social groups, make sports communication more convenient, extensive, interactive, equal and popular, breaking through the boundaries between different classes and groups, and also promoting the spread of sports culture and sportsmanship. .
关键字:传统媒体;体育类自媒体;“我爱女排”微信公众号