From Political Choice To Commercial Choice&Cultural Choice

The Olympic Games had a connection with mass media as soon as it appeared in the word. In Olympic reports’history, it has five periods:newspaper, radio, television, internet and telephone. Newspaper is the earliest one to report the Olympic Games, so we can study the relationship between Olympic reports and mass media from the development of newspaper. Based on the study of newspaper Olympic reports history, the rule of media development can be found.Before1949, Olympic had a relationship with our mass media, newspaper was the chief medium to report the Olympic,and two major newspapers once reported the Olympic in1932,1936and1948.But in those days, sports reports developed slowly.After1949, our sports reports was affected by political propaganda, economic change, audience concept, media industrialization and international competition, it formed different features and rules.From the history of Olympic reports in the new period, we can find several nodal points.The first one is in1984,when our country returned to the Olympic Family.The second one is in2000,when China became one of the top three countries in the world and made a big stride forward to sports power.The third one is in2008,when the Olympic was held in Beijing,people were proud and self-confident enough to impel Olympic reports to its essence.Olympic Games of London2012attracted the attention of the whole world again, and news media played a very important role in it. Newspaper, radio, television, internet and telephone done a good job in their areas and worked together to pass a great deal of information to everywhere in the world.In this information age, newspaper stands a great challenge. The new media has advantages in quantity of information and timeliness, newspaper can’t compete with them. So we should reorganize the history of newspaper Olympic reports, sum up its experience and rules, get a predictable introduction to help the newspaper do better in the future.The paper takes Qilu evening news as an example, analyses its Olympic reports history (1988-2012),uses content analysis,mathematical statistics and comparative study as the methods,at last obtains the law of development and the change of media choice——from political choice to commercial choice and cultural choice. Form this, we can foresee the future Olympic reports and prepare well for it.The first part of the paper includes the history of evening newspaper Olympic reports, the object and method of the study, the situation of Olympic reports arising and the rule of Olympic reports.The second part of the paper is the Olympic reports in Qilu evening news from1988to2012, from the angle of reports total, reports source, reports types, reports method, reports value orientation and reports angle of view.In addition,gold point,character interview and comparative analysis of two newspaper are also included. The third part of the paper is the summary. Based on the study of frontal research and data analysis, we can see the development rules in the past and we can know how it will be in the future, also we are able to show the advice to advance the newspaper Olympic reports.At last,according to the change of media roads,the meaning of commercial choice and cultural choice to the current newspaper is obvious.