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
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
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.
关键词
大型体育赛事/短视频传播/抖音平台/北京2022年冬奥会
Key words
Large-scale sports event/Short video communication/TikTok platform/Beijing 2022 Winter Olympics
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