The Empirical Study Of Agenda Setting Of Media In London Olympic Channel Of Sina

By using literature method, content analysis and network survey research, the thesisdiscusses London2012Olympics on sina Olympic channel from the different perspectives,including communication, sports humanities sociology and Cultural Studies. Through theempirical research of sina London Olympic channel project, specific analyses of practical effectcreated by the media agenda setting from macro, meso and micro levels of are concluded.Therefore, the thesis explores a new direction and specific way for media under our countrynetwork horizon on how to promote agenda setting and public opinion leading during large-scalesports events. Five points are concluded as follows:1. First, seven primary subjects including Olympic Events, Olympic Voices, Olympic People,Olympic Games commercial activity, Olympic culture and Olympic environment reports,Olympic Cultural Activities and nineteen sub-topics are set on sina London Olympic channel.2. Second, In view of the number of reports, sina London Olympic channel attached greatimportance to the three subjects: Olympic Events, Olympic Voices and Olympic People. Fromthe layout and significance, sina not only gave prominence to the three subjects but also gaveconsideration to the setting due to the business profits nature of Olympic Games.3. Third, sina Olympic channel showed a trend of diversification development on the reportsform seven major subjects, payed more attention to video form, and attached equal importanceto the race live and Olympic voices spread.4. Fourth, auxiliary methods of sina London Olympic channel on media agenda settingmainly included opening a special page, launching weibo discussion and carrying out relevantactivities. The former two methods are relatively mature, and few relevant activities had beencarried out.5. Fifth, media agenda on sina London Olympic channel and public attention showed lowdegree agreement. The communication effect of the media agenda is mediocre.