大型体育赛事抖音传播研究

Research on TikTok Communication of large-scale Sports Events

运用文献资料法、案例分析法等,对大型体育赛事抖音传播进行研究。研究发现,大型体育赛事抖音传播的特征有:内容的碎片化和去中心化、内容传播基于“流量池”的叠加、强交互性和强话题性、商业价值潜力巨大等,存在内容热点呈周期性、存在极端言论和侵权盗播的现象、商业变现过于单一、内容的IP定位和制作技术有待提高、新兴的优质体育赛事资源开发不足等问题。对策与建议:积极打造抖音体育赛事衍生栏目和提高体育明星媒介素养、充分发挥领袖意见和完善抖音平台算法和法律体系、增加商业变现模式、优化内容的IP定位和提高制作技术、充分利用抖音话题挑战等功能开发新兴的体育赛事资源等。

This paper studies the communication of large-scale sports events in Tik Tok.Using literature and case analysis.It is found that the characteristics of Tik Tok communication of large-scale sports events are:fragmentation and decentralization of content,content communication is based on"flow pool"superposition,strong interactivity and topicality,huge commercial value potential,etc.Some problems,such as periodic content hot spots,extreme speech,and illegal broadcasting,too single commercial realization,IP positioning,and production technology of content are to be improved and insufficient development of emerging high-quality sports event resources.Countermeasures and suggestions:actively create derivative columns of Tik Tok sports events and improve media literacy of sports stars,give full play to leaders'opinions and improve the algorithm and legal system of Tik Tok platform,increase business realization mode,optimize IP positioning of content and improve production technology,make full use of the functions of Tik Tok topic challenges to develop new sports events resources,etc.