A Study On The Embarrassment And Developing Strategies Of NBA News Reports On Chinese Integrated Newspapers

NBA (National Basketball Association) is the top basketball league around the world. People take delight in talking about its highlights and the accomplishments of the players. With Yao Ming becoming a superstar and Yi Jianlian's entrance to the League in recent years, NBA appears to be more fashionable in China, for it has become the focus of both basketball fans and mass media.The integrated newspapers have been traped in an embarrassing status quo in reporting NBA, competing with TV, network and professional sports newspapers, especially basketball newspapers. Telecast has the advantage of both video and audio. The network is accomplished in the intercommunication, the rapidness of news covering and great capacity for information. The professional sports newspapers speciallize in the authoritative and depth of the news reports. With the pressures above, the integrated newspapers have to face the hardness and solve the troubles, which has been a meaningful theme and deserves much attention.The author believes that it requires many efforts in three aspects to turnover the passiveness of the integrated newspapers in reporting NBA by a case study of USA Today and also a content analysis on typical domestic integrated newspapers. The first step is to study the reporting experience of foreign media, especially the US newspapers alike, and use them for reference while considering the China's actuality, aiming to form a certain characteristic. The next is to take advantages of the other media's experience and merit, such like details depiction, feature reports, commentaries and interactions between newspapers and network. Last but not least, reporters' professionalism is the key point to the formation of a hardworking team with the sense of both speciality and individuality.The studies on NBA in China are basically limited on the level of technical analysis on basketball games at the present time. The theme of news covering about NBA, especially by the paper-based media, were seldom focused, and not to mention the reports by integrated newspapers. Therefore, the thesis can be an inspiration in the practical use in journalism and is valued academically.The thesis analyzes both the merits and demerits of the reports about NBA on different media by making contrast thereof. The theoretical interpretation and case analysis have been combined to study the NBA's history and status quo systematically. As a result, the thesis proposed a developing program of news reports on NBA by the integrated newspapers with practicability and forward-looking.