Research On The National Games Reports By "People's Daily"

National Games of the People's Republic of China is the highest level, the largest and most widely influential integrated sports events. From the first Games held in 1959 to 2009, it has been held for 11 sessions. The games development history can be described as the epitome of Chinese elite sports development. "People's Daily" which is the Central Committee official newspaper of Communist Party of China (hereinafter referred to as Party newspaper), always uphold the Party principles and adhere to the correct guidance of public opinion. It is the most authoritative and influential comprehensive newspaper.The author makes the national Games reports froml959 to 2009 by "People's Daily" as the research objects, and analyzes 4 aspects: reports scale, reports type and layout, reports content, and purpose and strategy by four methods:literature review, interviews, statistics, and Logical induction. The goal is to find out how to handle the relationship between political propaganda and news reports by "People's Daily" when it reported the National Games, and to summarize the reports' characteristics combining with the specificity of Party newspaper and make the suggestion.The author found that the reports scale is not expanding with times changing, but decided by the different political, economic environment and the sports development.The National Games reports by "People's Daily" have many characteristics. Firstly, the professionalism is growing, specifically in:1) it has various report type, and excellent comments 2) the depth and breadth of content is expanding 3) the reports layout is improving, forming a more fixed layout mode. Secondly, the report reflects the credibility and authority of the party newspaper. Furthermore, the reports always adhere to the correct guidance of public opinion and the Party's principles. Overall, the "People's Daily" makes the positive propaganda and reports as its responsibility, and insists to report our Party's sports strategic and the achievements. But after the reform and opening up, it also began to observe and examine the sports development by macro point of view and undertake more social responsibility. Now, its propaganda marks in reports is significantly decreased, and pay more attention to the news reports professionalism and authority. However, it should make effort on affinity, enhancing communication effect, and expanding distribution channels.