Change and Reconstruction: The Difficulties and Countermeasures of Improving the Affinity and Favorability of Sports Commentary in the Internet Age——Thinking from the Perspective of Audience Orientation

Abstract

Under the guidance of the media ecology school represented by McLuhan and Postman, media technology has become an important perspective of current communication studies. By combing through the changes brought by the development of sports media technology, it is found that in the Internet era, the teaching method of sports interpretation art has shifted from "communication-oriented" to "recipient-oriented". Based on the audience oriented perspective, the expression of sports interpretation art rich in affinity and favor is helpful to enhance user experience and strengthen the audience's communication and participation. By using the method of literature and logical analysis, this paper explores the necessity of improving the affinity and liking of sports commentary art in the Internet era, and puts forward innovative ways to improve the affinity and liking of sports commentary from three aspects: "rigid thinking", "self-expression" and "hollow words".