| In the mid-1990s, professionalisation came into being in China’s football, paving the wayfor the development of sports news. Seeing that opportunity, emerging metropolitan dailies viedto usher the sports page into a golden age. Recent years, however, witnessed the birth anddevelopment of the Internet, the mobile phone, etc., which contributed to the severity ofcompetition facing the sports page in metropolitan dailies. For them, the advertising market andthe readership are dwindling, while the survival conditions are significantly affected by the newmedia. Worse still, deteriorating football market in China and existing labyrinths in the sportspage combine to throw the sports page itself into an abyss of dilemma, where it begins to lose itsdominant position, to miss a great number of readers, and to see its page shrinking shockingly,etc. Furthermore, many professional sports newspapers have claimed closing, which mercilesslyechoes with the reminiscence of a farewell bell. Accordingly, in this omni-media era, the industrywill see how the sports page in metropolitan dailies will address the challenges?With the sports page in Ji’nan Times as a case study, the thesis combined the writer’spractice and the problems faced by the sports page in metropolitan dailies, such as thecompetition environment, the sports market situation, the transmitter of the newspapers, the news,the readership, etc., following which it presents a comprehensive analysis on the survivaldilemma facing the sports page, and further shares the writer’s own thoughts on the prospect anddevelopment strategies of the same. The thesis intends to connect the dots, and theoretically andpractically discuss the reports in the sports page in the metropolitan dailies in order to offer somesuggestions on the breakthrough to the sports page in a brand-new environment.The thesis will be divided into five parts.The introduction part focuses on the background and meaning of the topic, the research ofsports news in China and abroad, the study object, the research method, and the development ofthe sports page of Ji’nan Times–the case study of this paper.Chapter1gives a macroscopic analysis on the tough situation facing the newspapersindustry, the development of the sports page in metropolitan dailies, and the dilemma facing thelatter. Chapter2and3are the main content of the thesis. They both expound on the reasonsleading to the survival dilemma of the sports page in metropolitan dailies. Chapter2discussesthe external living environment of the sports page on the following basis: the competitionenvironment in the industry, the sports market environment, and the audience environment. Inrespect of the competition environment in the industry, the thesis cites the influences of sportspage’s major competitors, such as TV, the Internet, mobile phone, and local urban dailies. With adetailed list of the advantages and disadvantages of the abovementioned media, the thesis furtheroffers solid foundation for the breakthrough strategies. In respect of the sports marketenvironment, the thesis starts from the current situation of China’s sports market, and explain indetail the tough sports market environment, where the sports page in metropolitan dailies grows.In respect of the audience environment, the thesis cites a series of data to present the dwindlingaudience market.Chapter3analyses the internal cause of the survival dilemma confronting the sports page inmetropolitan dailies. Based on the sports new in Ji’nan Daily, the thesis sees the problem inrespect of the communicators and the media contents.Chapter4summarises the survival dilemma and the existing problems discussed in Chapter2and Chapter3, and provides a breakthrough strategy from a macroscopic aspect. The summarypart is dedicated to the prospect of the development of the sports page in metropolitan dailies. |
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