互动仪式链视角下大型体育赛事的短视频传播研究——以抖音平台北京2022年冬奥会为例

Research on the Short Video Communication of Large-Scale Sports Events from the Perspective of the Interactive Ritual Chain--Taking the Beijing 2022 Winter Olympics on the TikTok Platform as an Example

新媒体时代,传统的体育赛事传播方式发生了巨大转变,越发以即时性、互动性为特点,并赋予了用户发言评论的权利,使其成为实时体育传播的参与者。其中,短视频逐步成为获取体育内容、传播赛事信息的关键媒介,吸引着越来越多的用户参与到体育赛事短视频传播中来,使得以创造者和用户为核心传播的生态圈正在形成。该文运用文献研读、案例分析等研究方法,以互动仪式链理论为研究视角,并以抖音平台中北京2022年冬奥会期间不同类型账号发布主体为例,对大型体育赛事短视频的传播现状、传播特征、传播困境等进行了深入阐释与分析,进而从内容生产、传播渠道、互动反馈3个方面,就北京冬奥会短视频中互动仪式链的实践与构建进行了分析与讨论,提出未来大型体育赛事的短视频传播必须在提高内容质量、增加用户黏性、拓宽传播渠道等方面下足功夫的建议。

In the era of new media,the traditional communication way of sports events has undergone great changes,which is more and more characterized by immediacy and interactivity,and gives users the right to speak and comment to make them become participants in real-time sports communication.Among them,the short video has gradually become key media to obtain sports content and disseminate event information,which attracts more and more users to participate in the dissemination of the short video of sports events,and an ecosystem with creators and users as the core communication is being formed.Using research methods such as literature study and case study,with the interactive ritual chain theory as a research perspective,taking the release of different types of account subjects during the Beijing 2022 Winter Olympics on the TikTok platform as an example,this paper deeply explains and analyzes the communication status,communication characteristics and communication difficulties of the short videos of large-scale sports events,then analyzes and discusses the practice and construction of the interactive ritual chain in the short videos of the Beijing Winter Olympics from the three aspects of content production,communication channels and interactive feedback,and puts forward suggestions that the short video communication of future large-scale sports events must make great efforts to improve the quality of content,increase user stickiness and broaden communication channels.