| （1.Tianjin University of Sport，Tianjin 300381，China；2.Department of Physical Education，Shaoyang University，Shaoyagn 422000，China；3.Department of Graduate，Tianjin University of Sport，Tianjin 300381，China) Abstract: Technological advancement makes the formation of public opinions no longer dependent to traditional mainstream media. Today when economic society is developing rapidly, sport has become an area in social life fo-cused intensively on by public opinions. Causes for the formation of sports public opinions are complicated; their formation course goes though incubating stage, forming stage, spreading stage and fading stage; different forms and characteristics of expression are shown at different stages of development. Based on these characteristics, we can effectively guide sports public opinions by using strategies such as providing timely and accurate information, ex-erting the demonstrating functions of positive, explicit sports public opinions.
Key words: science of sports communication；sports public opinions；guidance of public opinions |
