| Journalism has shown a good trend of prosperous development due to the furtherChina’s socialism reform since the21stcentury. The competition among the three majortraditional media-Newspaper、radio、television, and the high-speed development of the4thmedia-the network media is getting more and more white-hot. Overall, four media take leadin the sports news by their strong position in the public opinion and a wide range of audience.Xinhua News Agency, the core news media used to go neck and neck with newspaper, one ofthe world’s eight largest news agency as well as China’s state news agencies, is also activelyengaged in the tides of journalism reform. It makes the best use of its advantage andbypasses the weakness and strives for the breakthrough and development of comprehensivesports news reporting.The author will talk about from the origins of the Xinhua News Agency sports news,to elaborate the transformation process of Xinhua News Agency sports news reporting bypolitical stance returning to the nature of sports news reporting. Furthermore, sports news ofthe2012London Olympic Games reporting by the Xinhua News Agency will be theexample to explore this topic. The uses and gratifications theory are applied to analyze thetypical report of this big news from the perspective of the content, form, and language. Inaddition, from three major angles-the reported concept, reported content and reported skills,the author will compare and analyze the different reports on the same event by the threemajor western news agencies-Reuters, Associated Press (AP), and Agency France Press(AFP) to sum up the highlights as well as the shortcomings of the Xinhua News Agencysports news report. Besides, the author also analyze the survey results from the audiencemedia habits, the audience impression on the early sports news of Xinhua News Agency, theconcerns of the audience for sports news, as well as the audience perception of Xinhua sportsnews progress to understand audience attention to Xinhua sports news and the feedback oftheir relevant experience in the sports news and information, and to put forward thedevelopment direction of the Xinhua News Agency sports news report. |
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