| （School of Physical Education，Liaoning Normal University，Dalian 116029，China） Abstract: In the emerging ego-media communication environment, by basing their subjects on sports stars, sports media professionals, sports medium organizations and sports fans, sports micro-blogs form their relatively inde-pendent communication spaces, having such characteristics as real time communication mechanism, fragmental communication form, spreading communication mode and following communication trait. The intrinsic values of the emerging and developing of such a new communication mode in the sports area are as follows: it has built a sport medium environment which bases its communication subject on the public; it has expanded the social influ-ence of sports elements in the medium environment, and established a potential development space for a new sports marketing mode which bases its core on micro-blog marketing.
Key words: sports communication；micro-blog；sports micro-blog；ego-media |
