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本文以新浪微博与腾讯微博为例,选取2014年巴西世界杯和2015年澳大利亚亚洲杯两大赛事为主要个案,深入分析微博大型体育赛事的裂变式传播模式、以赛事为核心的碎片化内容、以“弱关系”为核心的圈层社交结构。在分析其传播面临诸多困境的基础上,从建构多元微博赛事传播监管体系、借力大数据打造精准传播与服务和依托赛事整合平台展演体育魅力三方面探求微博赛事的传播变革路径,以期为门户网站转型发展和新媒体体育传播实践提供参考。
Taking Sina Weibo and Tencent Weibo as examples, this article selects two major events, the 2014 Brazil World Cup and the 2015 Asian Cup Asia, as the main cases. In-depth analysis of the fission mode of transmission of the major sports events in Weibo and the fragmentation Content, “weak relationship ” as the core of the social structure of the circle. On the basis of analyzing many difficulties in its communication, this paper explores the path of communication and transformation of Weibo events from the perspectives of constructing a multi-media Weibo communication regulation system, leveraging the power of big data to create accurate communication and service, and relying on the integration platform of sports events. Provide a reference for the development of portals and the practice of new media sports communication.