The Communication Feature of Table Tennis from the Perspective of Sina's Micro-blog Data and Its Motivation

Based on the Sina's micro-blog data, the study explored the information dissemination of table tennis and the motivation of its explosive spreading.The results show that Zhang Jike, Malone and other players have played the celebrity effect on the rapid enhancement of table tennis.Zhang's micro-blog tops in hot index, forwarding, comments and other aspects.In term of his blog article content, it is featured with cultural element, colorful pictures and comic tones.The reason of explosive spreading of table tennis, therefore, can be concluded as follows:(1) The innovation of communication concept for International Olympic Committee; (2) The operation of "sports and entertainment collection" for Chinese Table Tennis Team; (3) The shift of table tennis spreading for Sina's micro-blog; (4) The proliferation of micro-bloggers, and the function integration as well as the rules for Sina's micro-blog.