社交媒体“话题”功能与大众体育的多元化传播——以马拉松微信公众号传播为例

The “Topic” Function of Social Media and the Diversified Propagation of Mass Sports

社交媒体的"话题"功能在大众体育多元化传播中有较多应用。对184家马拉松赛事微信公众号的内容进行统计分析,发现社交媒体的"话题"功能的介入使得马拉松赛事的新媒体传播呈现运营主体多元、内容多元的倾向,体育类社交媒体也成为地方城市对外宣传的一张名片。与之同时,大众体育在社交媒体中的传播还存在重开通轻运营、重报道轻策划、重信息传播轻服务等问题。当下应利用社交媒体优势打造大众体育传播品牌。

The "topic" function of social media has many applications in the diversified propagation of mass sports. According to a statistical analysis of the content of the 184 WebChat official accounts about Marathon events,we can find the involvement of the " topic" function of social media made the new media transmission of marathon events more diversified in operation principal and content.Moreover,social media on sports has also become a business card for the publicity of cities. At the same time,there are still problems existing in the spread of mass sports in social media,such as emphasizing opening,reporting and information dissemination,but ignoring operation,planning and services. Now,we should take advantages of social media to build the brand for the propagation of mass sports.