| The emergence of new media has an huge impact on traditional media news coverage. In this context, how to effectively play the role of new media, to strengthen the effect of sports news coverage, is an important problem,which has draw the traditional sports media’s attention. This is not only related to the news dissemination effect, more important is related to the traditional newspaper survival event. As the only daily sports newspaper and professional sports print media in Shanghai, was formally established on May 18, 2002, the Shanghai Oriental Sports Daily, focus on Shanghai local sports event, covering the Yangtze River Delta area and the east of China. However, with the rapid development of new media, "Shanghai Oriental Sports Daily" is the same with other peer newspaper faced dramatic impact. At the same time, other traditional media has preparation or are being reformed, the newspaper is also changing. We make the Oriental Sports Daily as the research object, from the newspapers, websites, double micro platform of the Brazil World Cup coverage as the breakthrough point, analysis the problems and shortcomings existing in contest reported in the newspaper, so as to explore a can rely on new media way to realize the transformation of the newspaper.This article uses the literature material method, expert interview method, content analysis, mathematical statistics methods, such as in the Oriental sports daily newspaper content content analysis; The content of the report for the new media platform for mathematical statistics and content analysis, makes every effort from a new Angle for the Oriental sports daily newspaper, weibo, websites and WeChat platform such as the Brazilian World Cup report analyzes the content and communication effect of interpretation.In this paper, targeted "Oriental Sports Daily" newspaper, micro-blog, website and WeChat and other platforms in Brazil World Cup coverage of the content and dissemination in the study. Through the analysis, it is found that there are some deficiencies in the report of Oriental Sports Daily. These problems are including: sports newspaper brand is not effective establishment, lack of depth, cultural factors has not been fully explored, desalination of localized elements; on the website platform there is a backward website design plate style; in the official micro-blog and WeChat platform also have praise comment number quantity is low and lack of interactive communication. According to the shortage, I put forward the optimization strategy. First of all in news production, according to the different new media platform make suitable news; in terms of media operations using Internet thinking, truly realize the media convergence; in staff organization, adapting to the development of the times, employing familiar with new media; In the relationship with the audience, changing "audience" to "user view", establish market awareness. |
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