| News agency is a wholesaler of press release. Sports journalism of Xinhua News Agency (XNA) is the object of this paper. As one of 5 key operations, sports journalism affects directly the status of XNA as a world- level news agency. Nowadays, it is worthy of consider how XNA's sports journalism maintaining and developing its report strength under great pressure from top news agencies in the west such as Reuters, the Associated Press and Agence France Presse, and competition with domestic media. Only by improving report standard can XNA's sports journalism face such challenges and find a way out. The essay puts forvard the principles and methods of XNA's sports journalism and for the first time introduces information theory to this field on optimizing the diffusion results by viewing from audience. To journalism methods and how news agency using effectively "the forth media (Internet)" the essay also has some new ideas. Through means of mathematical statistics and documentary analysis, the issue takes a quantitative study of sports journalism of the 3 top western news agencies and domestic media on the basis of journalism theory and media sport practice, and then summing up the characteristics and optimizing principles of XNA's sports journalism, which are of strong theoretical value and great practical applicability. Finally, the paper prospects XNA's sports journalism and approaches some problems of it pointing at China's entering into WTO and the Olympic Game in 2008.
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