摘要
以2019年ESPN百大运动员榜单前10位的运动员为研究对象,对国外体育明星利用社交媒体的传播现状进行了研究。研究发现,国外体育明星利用社交媒体传播的特点如下:发帖量大、种类多;由专业经纪团队运营体育明星的社交媒体;积极运用社交媒体新技术;使用不同社交媒体应对圈层差异。目前存在以下问题:传播内容过度商业化,影响与粉丝的情感联系;帖文中单向传播内容较多,评论区缺乏互动;出现不当言论,损害个人形象与品牌赞助;在中国社交媒体上热度不高,本土化处理程度不够。对我国体育明星利用社交媒体传播的启示如下:增强内容的频率与互动性;多样化使用社交媒体;重视媒体品牌形象的打造;实现国际传播本土化。
Taking the top 10 athletes in the list of ESPN 100 athletes in 2019 as the research object,the paper studies the current situation of foreign sports stars using social media.The research findings show that the foreign sports stars using social media have the characteristics of large number and a variety of posts,the professional brokerage team operating sports star's social media,active use of new social media technology,use of different social media to circle differences.The current problems include excessive commercialization of communication content which has affected the emotional relationship with fans,more one-way communication content in the post,lack of interaction in the comment area,improper speech,damage to personal image and brand sponsorship,the low popularity of social media in China and insufficient localization in China.The enlightenment to Chinese sports stars using social media includes enhancing the frequency and interactivity of content,diversifying the use of social media,attaching importance to the creation of media brand image and realizing the localization of international communication.
作者
延怡冉
张德胜
YAN Yiran;ZHANG Desheng(Graduate Dept.,Wuhan Sports Univ.,Wuhan 430079,China;Dept.of Journalism and Communication,Wuhan Sports Univ.,Wuhan 430079,China)
出处
《体育成人教育学刊》
2020年第3期77-83,共7页
Journal of Sports Adult Education
基金
国家社会科学基金项目(15BTY091)。
关键词
体育传播
体育明星
社交媒体
sports publicity
sports star
social media
