Olympic Era Of Chinese Sports Newspaper. Challenges And Countermeasures

With the weakening competence of Chinese football after 2002 FIFA World Cup, the once-thriving sports press in China went on a downhill path under the pressure of competition from TV and web media. Though 2008 Beijing Olympics, to some extent, created a short period of sports press prosperity, especially during the event time, it is apparent that Chinese sports press still needs to struggle to live afterwards.This dissertation is designed to analyse the factors which have restricted the sustainable development of sports press in China through a review of past, examine the trends of Chinese sports industry, and try to sort out the strategies that Chinese sports press should follow in future so as to survive and develop sustainably.In the study, three sports newspaper, i.e."Titan", "Southern Sports" and "Oriental Sports Daily" will be analysed as detailed case studies. Additionally, the dissertation draws on the operational experience of foreign sports press, trying to find a solution for the Chinese sports press to develop in a healthy and sustainable way in the era of post-Olympics.