Study On London Olympic Games’ Innovative Report By Qilu Evening

In1984, new China firstly participated in the summer Olympic Games systematically. Until2012July, the London Olympic Games has gone through28years. In these years, the Chinese athletes made breakthrough in Olympic Games gold medal rapidly. So China’s various types of media paid more attention to the Olympic Games, especially to the Summer Olympic Games.Passion for the report has grown with each passing day and the report for the Beijing Olympics in2008has reached a white-hot.Time flies. The Beijing Olympics in2008happened four years ago and the London Olympic Games in2012ended. However the media coverage of war have not dispersed compared with the previous Olympic coverage. With the development of new technology and new idea and gradual improvement of China, various types of media, especially the media on the London Olympic Games reports conducted a number of breakthroughs and innovation. This paper is based on the reports of author who works for "Qilu Evening News" in the2012London Olympic Games.In appropriate to join other distinctive paper media such as the "Qilu Evening News" and other similar newspapers as a reference, this paper reported in the Olympic Games innovation in-depth and detailed inquiry.From the Athens2004Olympic Games, the author in this paper live interviewed and reported the two Olympic Games including the Athens2004Olympic Games and the Beijing Olympics in2008, in the rear of editorial reported the London Olympic Games in2012. So the author is good at the Olympic Games manuscript interviews and editing. The research indicated that although reported size and frame from all types of media on the2012London Olympic is different and the different media of news propagation has different understanding, the reports and reports on the content of the innovation is reached consistent. Compared with previous phase ratio, media greatly changed the concept of inherent inertia thinking such as the Olympic Games gold medal through a strong agenda setting function. Therefore this change on the future of Olympic Games and other types of sports report produces significant effect.This paper studies used framework analysis, content analysis, case analysis and other methods to explore the newspaper in the Olympic coverage planning innovation and formed certain information environment so that the Olympic Games spirit of innovation begin to develop and extend and this paper studies arouse the Interest of the audiences in the age of network. More and more audiences focus on the large scale sports event report in the newspaper. In this paper, the traditional media agenda setting function of overall weakening background, media is still likely to have a strong agenda setting effect, so that the audience would accept the mass media guide. This paper analyses on the agenda, media agenda setting, constructing media framework innovation and on agenda-setting effect interaction, agenda setting and guide of public relations, with a strong theoretical significance.Therefore this paper also has the important application value as a result of this dissertation relies on the practical experience of the author in the news practice. All medium have their own ideas and opinions to report the Olympic Games. In this paper, the author spent a great deal of Energy Researching report innovation through his practical experience and theoretical insights. This paper is contributed to improve the news dissemination of ideas.In the newspapers, grape the law of news propagation and optimize effect of news dissemination. In all, this paper is very significant in the studying of report innovation in the newspaper.