Research On Titan Sports’ Agenda-setting Of London Olympic Games

The2012London Olympic Games, for the major sports media once again is arare opportunity for display."Titan Sports" as the most successful sports print medianationwide, the way of its success has always been the object of the research ofscholars and similar media practitioners. As a classic theory of communication studies,agenda-setting theory can make an interpretation of phenomena and nature for medianews reports from multiple angles, including planning stage, reporting process andpost-impact, the issues covered are more systematic and complete. Therefore, thisarticle attempts to make London Olympic Games, until now the most significantsports event as the time category, explore the practice of communication of "TitanSports" in the London Olympics, from the view of agenda-setting theory. Paving theway for the all text with the summary of the development of "Titan Sports" and theoverall reporting situation of London Olympics, firstly sum up the features ofagenda-setting of "Titan Sports", that is make the most basic text analysis from bothcontent and form aspects. Secondly, research the factors which influenceagenda-setting of "Titan Sports", from the view of audience, media and the overallOlympic environment, which respectively represents the level of inner-ecology,original ecology and outer-ecology. Thirdly, make the three progressive levelscontained in communication effect as the reference, think about the agenda-settingeffects of "Titan Sports" produced in the levels of awareness, attitudes and behavior.Finally, considering that the initiative of agenda-setting is unilaterally mastered inmedia, therefore excavate the deficiencies of "Titan Sports" which are inherent in theprocess of agenda-setting, hoping that they can constitute a reference value to its latterjournalistic practice.