The Challenges and Strategies of Competitive Sports Communication in the New Media Era

——Taking a tennis self-media account as an example

DOI

10.2991/978-2-38476-382-5_31How to use a DOI?

Keywords

Competitive Sports; Communication Challenges; Account Analysis; Solutions

Abstract

Currently, the practice of new media in competitive sports communication is extensive and has brought about a significant impact, particularly the disruption of traditional sports communication models by self-media platforms. This includes the specific effects of new media on competitive sports communication, the characteristics of content on self-media platforms, and the challenges they face. Combining quantitative analysis and qualitative interviews, this study uses a self-media account focused on tennis player A on the Weibo platform as a sample (this account published 86 pieces of content from March 17, 2024, to May 22, 2024, gathered 157 followers, and achieved a total view count of over 500,000). By analyzing the content data published by this account and conducting in-depth interviews with the creators H and J, the study explores their founding motives, content selection, and operational difficulties. It also reveals issues such as information fragmentation and authenticity in new media communication, as well as the challenges faced by self-media in platform selection and content review. Especially in terms of information review and platform publication restrictions, self-media creators face significant challenges that need to be addressed by strengthening platform regulation and content review.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Lan Jiao
PY  - 2025
DA  - 2025/03/28
TI  - The Challenges and Strategies of Competitive Sports Communication in the New Media Era
BT  - Proceedings of the 2024 International Conference on Social Sciences and Educational Development (ICOSSED 2024)
PB  - Atlantis Press
SP  - 306
EP  - 313
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-382-5_31
DO  - 10.2991/978-2-38476-382-5_31
ID  - Jiao2025
ER  -