A Comparative Study Of The Special Reports On The Olympic Games In London

Abstract:The Olympic Games is the largest, most influential, the most extensive participation sports festival. The timeliness and convenience of new media for the modern Olympic movement spread. Today, the Internet has become popular, popularization and life, become an important part of the daily life of the public, but also netizens preferred the Olympic media, Internet media, the netizen exclusive the highest satisfaction with the Olympic media. During the2012Olympics in London, the new generation market monitoring mechanism and the domestic online survey platform JUCCCE investigation, the leading domestic micro-blog divided platform Jiadao information jointly issued the "2012London Olympic digital marketing report" shows, for those who do not carry into the middle of the night to watch the Olympic Games of the consumers, through the network games become the focus a lot of people,62.2%of the Chinese audience attention to the Olympic Games the main media is the Internet, has been more than tv. At the same time, mobile Internet development is very rapid,69.3%of the respondents using a mobile phone Internet real-time attention Olympic dynamic,45.4%through the mobile phone watch or reports,19.5%subscription mobile phone newspaper sports related.Tencent and Nets is one of China’s network media four major portals, their Olympic news reports also represents the advanced level of China’s network media. This paper mainly adopts the literature method, content analysis, case study and comparative analysis and other research methods, on the topic of Tencent and Nets2012London Olympic network reports as the object of study for comparative analysis, the whole strategy, a detailed analysis of the two sites positioning itself, news perspective, language, style, interaction and other contents of the plan summarizes the network media in the London Olympic Games report planning successful experience and regret deficiencies, and on the basis of the improvement measures.Through the analysis, this paper summed up the following Olympic Internet special report places that need attention:1remember as the media should assume social responsibility, play a major role in cultivating the core values;2should make full use of the resources cooperation, try to avoid homogenization;3strengthen interaction, so that the audience has become the real event participants;4to enhance taste and innovative titles, a piece of good news, the most should not be overlooked is the title.5avoid a lot of repeated video news and lengthy advertising. The6gateway website should also pay attention to user demand for life information in reporting the news at the same time.