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Aug 03, 2022
On July 23, 2021, Beijing time, the 32nd Summer Olympic Games will be held in Tokyo, Japan, after being postponed for about a year due to the new crown pneumonia epidemic. This not only means that the battle of competitive sports practitioners has started, but before that, the battle between brand marketing and communication media has already started in advance. Among them, traditional PC portals such as Sina, Sohu, and Tencent, as well as new media platforms such as Weibo, Zhihu, Station B, Kuaishou, and Douyin have launched Olympic-related topics, and a media war around top sports events is kicking off. . For the media, in the current era of fragmented and fragmented content, how to fully convey the charm of the Olympic Games to users is a great challenge. As users increasingly become the main body of public event dissemination and evaluation, more scattered reading preferences are formed in the market, which means that new media platforms need to surpass the previous centralized integration capabilities to meet the needs of different users. If we summarize the characteristics of different forms of media, we can find that the more the media form of fragmented distribution is emphasized, the more it conflicts with the communication needs of major public events. This feature is particularly evident in the face of a top-level competitive sports event like the Olympic Games. 1. The era of decentralization Mass communication is evolving into the era of decentralization. In a speech, Renmin University professor Zhai Dongsheng described this as: With the collapse of the normal distribution of mass communication, content consumers entered the bulge from the middle of the normal distribution, such as "only like a sissy boy" , just like running content, etc." And the huge user consensus in the middle disappeared. Among many new media products, short video is the representative product of decentralized distribution. Tencent Periwang described a frenetic era in "Inside Douyin: The Birth of a Time Furnace" - short video author Yu Zhaohe uploaded a funny "Bang Di" video, which gained hundreds of thousands of fans every night, three months of fans. More than 20 million people, and single-handedly pushed "Hao Hiyo" to the ranks of Internet celebrity buzzwords. On the other hand, from the perspective of Internet celebrity incubators, the life cycle of most Douyin Internet celebrities is only half a year or even two or three months, which is a cruel thing. Behind it is the unique advantage of short videos. Short videos apply sensory stimulation with high-frequency pan-entertainment content by telemarketing list capturing the fragmented entertainment time of users. The large-screen display of single content, weakening the jumping function of the progress bar, and the settings recommended by the feed stream continuously make the display of a single short content more complete, and finally form the effect of Kill Time. The existence of algorithm tags ensures that users will not swipe content that they are not interested in as much as possible. However, behind the benefits of short videos meeting the interests of segmented users, there is bound to be a cost. Mass communication has entered the era of new media from traditional media. Users' participation in communication has continued to deepen, and opinions have also become diversified. However, the public opinion field effect of popular public events is gradually increasing. For example, during the period of SARS, due to the sluggish ability of traditional media to distribute information, it was difficult for the public to obtain popular science, help, and refutation of rumors in the first place; while during the period of COVID-19, the latest progress in related research and the refutation of rumors often Published and distributed to all users within a few hours, behind the promotion of new media on the dissemination of public events.
In the era of information fragmentation, dig deep into the brand communication form behind Olympic marketing
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