The Study Of Current Situation And Sustainable Development Countermeasure Of Winter Olympic Games Reports By Print Media In Our Country

Breakthroughs in 2008 Beijing Summer Olympic Games and 2010 Vancouver Winter Olympic Games have brought a new phase of“leapfrog development”in the undertaking of sports in our country. The Winter Olympic Games, which is an important component of Olympic Games, is dwarfed by Summer Beijing Olympic Games in terms of reporting scale, enthusiasm of the audience, affected scope, audience’s attention, stimulated economic growth, and the promotion of the well-being of the whole nation, compared with the Summer Olympic Games. Therefore, how to break through the bottleneck and promote sound development of reporting and other relative activities of Winter Olympic Games has become an important issue.Five newspapers, which are“Liaoshen Evening News”,“Harbin Daily”,“City Evening News”,“South Metropolitan Newspaper”and“Sports Weekly”, are selected as the main objects of the study. This paper makes a systematic summary, analysis and research of the current situation and existing problems of news reports of Winter Olympic Games by the print media in our country by adopting the methods of literature reading, questionnaire, interviewing experts, content analysis and comparative analysis. Sustainable measures are put forward to improve the quality of reporting Winter Olympic Games by the print media, promote the build-up of a collaborative model of print media, network media and new emerging media, and provide theoretical basis for the development of news transmission of Winter Olympic Games by the print media in our country.Through the analysis of the selected newspapers, the following conclusions can be drawn. Among the print media, the number of journalists reporting the Winter Olympic Games is relatively low. The level of print-media news reporting of Winter Olympic Games is restricted by insufficient journalists, unoptimistic living conditions for the journalists resulting from the defects in the mechanism of human resources, their low professional qualities and other factors. The sports news mainly focuses on the Winter Olympic Games in“Liaoshen Evening News”,“Harbin Daily”and“City Evening News”. The amount of reports about the Winter Olympic Games in“South Metropolitan Newspaper”is far less than that in the print media in the north.“Sports Weekly”, besides reporting Winter Olympic Games, does not reduce the amount of other sports news. The number of sports-news pages in comprehensive newspapers is relatively low, compared with the total number of pages. Low level of attention has been paid to the Winter Olympic Games by the print media in our country. There is an imbalance in reporting Winter Olympic Games, with an emphasis on competitive sports and an effect exerted by broadcasting and TV, network and new emerging media, such as mobile phones, consequently, the transmission effect of the print media is greatly influenced.In this paper, suggestions are put forward to address various issues regarding news reports of Winter Olympic Games. More support should be provided by the government, professional qualities of the journalists reporting Winter Olympic Games should be enhanced, and“the agenda-setting function”of the print media should be strengthened to broaden the reporting items and areas of Winter Olympic Games, with the transmission concept of“Dislocation Competition”and“Wide-sense Sports”. Capacity of planning and scientific utilization of resources should be enhanced, and the depth of reporting Winter Olympic Games should be further expanded. Efforts should be made to increase coordination of print media in our country to achieve innovations in breakthroughs. The new collaborative model of print media, network media,mobile phone media and new emerging media in our country should be accelerated. The number of entertainment reports should be increased to culture the enthusiasm of the audience in active participation in skiing-snow sports and the concept of fitness among the whole nation.