| As the2008Beijing Olympics successfully concluded, popular sports developmenthas been up to an unprecedented level in the post-Olympics era, the enthusiasm ofpeople took part in and concerned sports items reached to an all-time high，Sports seemsto have become the indispensable part in people’s spare time life。Being the mainchannels，public medias also grasp the opportunity tightly, sports news became the reportobject of many kinds of medias. Sports news report now has become the main content ofmass media reports.Agenda setting theory is an important proposition of Lippmann’s who belongs to thewestern media scholars. He has ever mentioned in the classical literature “publicopinion” that the media always play the part of “opinion leader” in the news report,among the discuss topics of public which almost initiate by medium. In other words whatpeople discussed and what they thought all decided by media, as well as it wouldarranging people’s business schedule. In the process of sports news spread, media’sagenda setting theory is similar to the general news, but because of the unpredictabilityand the preposition of public opinion in sport’s match, in the agenda settingtheory,sport’s news spread has own obvious particularity. As the national TV_CCTV isthe most extensive coverage, the most abundant resources and the most authoritativereport TV, due to the spread status, the number of Chinese sports audience increaseobviously. At the same time, CCTV also has played a broadcast role in the Mass sportsactivities. With the continuous development of new media technology, as a traditionalmedia, CCTV sports channel was also under the intense impact. This requires CCTV, as arepresentative of the traditional media play out of their authority depth and professionaladvantages in the agenda-setting process. At the same time the traditional media shouldchange their communication strategy so that can interact with the sports audience timely.In addition, it should change the traditional sending-receiving mode，giving audience thesplendid intense match preferably.The rapid development of new media has far exceeded the people’s expectations,sports news dissemination way has also become rich, and sports news resources betweenthe races will also become fierce among all kinds of media. CCTV now located in the situation of numerous information channels, becomes no longer monopoly. So ifmaintaining their own authority status, in addition to the rich resources for sportingevents excellent TV workers and the powerful broadcast platform, meanwhile it shouldstudy the features carefully in the agenda-setting process, reflect on and criticism of thephenomenon that appears biased. |
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