China's Sports Reports Guiding Public Opinion

This paper is to study and discuss the characteristics of sports media and its inadequacy in guiding public opinions. This paper would interpret the function of sports public opinion from the perspective communication and public opinion, by analyzing the general rules and the various factors affecting their formation. And, by analysising Liu Xiang's reports before and after the 2008 Olympic Games media reports, summarizes the characteristics of sports and sports medi in misguiding public opinion. Sports media is characterized mainly in:sports media pluralism, secularization of the performance of sports media, and the present time, short of blurring the focus of public opinion. Thus, this paper argues the need for effective guidance of public opinion, it should do the following aspects:First, create a good atmosphere in the sports media environment, second, adequate and timely information to provide true information, to avoid distortion of the facts of the news media caused by shock; Three, immediately grasping the real situation of the actual sport, grasp the correct guidance of public opinion; Four, has a clear right and wrong moral sense, promoting righteousness to help establish the correct values of the mainstream; Five, adjusting to guide strategies to improve the boot effect for different audiences. Meanwhile, sports reports and public opinion is the reflection and advocacy of the Olympic Games spirit of humanity.