Study On Communication Capacity In Mega-events Reporting Of CCTV

In 21st century, with the highly developed information technology and accelerating globalization process, any event has the potential to become a mega-event with global influence. When reporting mega-events, the TV media plays a role that disseminate viewpoints of their own to the mass public, whose everyday behaviors are expected to be influenced by the report, provided the opinions of the interest groups that stand behind are taken into account. The communication capacity is a key factor to the whole process.Communication capacity, shorthand for communication capacity of mass media, is used to denote the strength of a media and its power to influence the society by its information collecting and news reporting, which includes the size of media, ability, disseminated amount of information, speed, coverage ratio and the effects. Specially, the communication capacity in mega-events reporting of CCTV means the information amount, speed and depth of the report exhibited by CCTV.As a national TV media, CCTV takes significant responsibility for reporting mega-events. Besides presenting the information completely to the audience, more importantly, it is also responsible for disseminating principles and policies of the Party and government to the public, and transmitting Chinese civilization, views and attitude in international communication.This article is divided into three parts. We first introduce some basic concept, key words and the cases we selected to study, and analyze the communication capacity that CCTV should possess for reporting mega-events. Next, based on the study of our selected cases and comparison with foreign medias with international influence, we point out the defects of CCTV's communication capacity on reporting mega-events. Finally, some worth-learning experiences of the foreign medias are analyzed to indicate the aspects that CCTV needs to improve for enhancing its communication capacity.