The Presentation Of Newspaper Media In The The National Games From The Perspective Of Framework Theory

The National Games of The People’s Republic of China are one of the best nationalgames in the scale, integrity and the level of the athletes, which are held every four years. In1959, Beijing held the first session of the National Games successfully. The first NationalGames were staged successfully in Beijing. Fifty-four years later, the12th National Gameshave been concluded successfully in Shenyang, Liaoning province on September12th,2013.The National Games have drawn many attentions of media people and scholars ofjournalism and mass communication. Over the years, media people and scholars have usedvarious methods to study the media coverage of the National Games from different angles. Inthe early1980s, framework theory was led into the field of mass communication, whichprovides a totally new perspective for the study of the coverage of sports events. Afterconsulting a lot of literature, the author finds that there is less literature about the coverage ofsports events in using the method of framework theory. Therefore, it’s necessary theoreticallyto research on newspaper media’s coverage during the12th National Games from theperspective of framework theory.By using the framework analysis, comparative analysis, case analysis and other researchmethods,aiming at the special editions of the People’s Daily, Liao Shen Evening Newspaperand the Shenyang Daily from the frames of themes, structures and discourse, the thesis hasanalyzed three representatives selected from the domestic newspaper media through reportingissues, items etc. in12dimensions and48triple indicators systems. Through analysis, thethesis has drawn the following conclusions: firstly, the settings of the reporting issues areaccurate and reporting items are broad with clear guidance; secondly, the layout is reasonable,the primary and secondary of schematic structure appear alternately and full coverage ofreport genre; thirdly, the reporting is self-oriented using various rhetoric strategies.Meanwhile, there are also some weaknesses to be concerned, such as the misshapennessof entertaining sport coverage, overexposure of medalists and awards, the concept of "fitnessfor all" spreads insufficiently, lack of interaction between communicators and receiver,inadequate coverage on the image of hosting city and so on. Thus, the thesis put forward thefollowing suggestions: firstly, the sports media should strengthen self-discipline,relatedaspects to strengthen supervision and management; secondly, the overexposure of medals andrewards should be diminished and should be stress on mass sports. Thirdly, framing bias andstereotype should be replaced by interactive structure and active framework. Additionally,more attention should be paid to delivering new sport view and constructing the image of hosting city. This research with its outcomes will make impact on future direction of13thNational Games and large sport event coverage.