China Sports Daily Current Situation Of Social Sports News Coverage And The Research On The Countermeasures Of Its Sustainable Development

The outstanding performance and the rapid progress of Chinese athletes in Athens,Beijing and London Olympic Games, not only make the Olympic Games become a grandgathering of human beings which involved the active participation of over60million peopleworldwide, but also plays a positive role in promoting the development of the OlympicGames all over the world. Although China has become a well-deserved superpower ofOlympic gold medals, but there is still some way to go comparing with the cosmopolitansporting powers. The gap is mainly manifested in the lack of sports population and the publicparticipation, and the national physique should be further strengthened as well. Thus socialsports rightfully becomes the largest obstacle hindering China to become the athleticpowerhouse from a sporting nation.The research on Chinese mass media’s coverage of social sports news reports hasepoch-making significance under the era background of becoming the athletic powerhousefrom a sporting nation. The advocacy role of media is a dose of effective catalyst, which canconvey the information of national government accurately, namely the principles and policies,and meanwhile the excellent report reveals can arouse the attention of people, and inspirepeople’s enthusiasm and passion to participate in.Compared with other professional sports newspapers and magazines, China Sports Dailypays the highest attention to the social sports, having the most prominent report on thequantity and quality of social sports. This article selects “China Sports Daily” as researchingobject, combining the correlation theory of communication and news editing, such as: theagenda-setting function theory, press frame and the frame effect theory, the social function ofthe mass communication theory,"Gatekeeper" theory and newspapers layout, title, structureand related design and innovation etc. Using the method of documents, content analysis,comparative analysis to analyze and research the text, this article tries to generalize the socialsports news’ current situation of China Sports Daily, summarize the relevant problems, andput forward the countermeasures of sustainable development.Through the analysis from this paper; on the reported numbers of China Sports Daily:the number of competitive sports news remains high, the number of social sports news is difficult to compete with, the media subjective ideology deviates from the agenda setting. Onthe reported genre: the reporting styles of social sports news is lack of diversity, only focus onshort messages, and is short of in-depth reports. On the reported layout, the integrated layoutgoes without “social sports”, the model of fixed layout is rigid.Through the analysis above, facing the prominent problems,“china sports daily” shouldstrive to give equal emphasis and attach equivalent importance to competitive sports andsocial sports; enhance the level of news report planning, strengthen in-depth reports, optimizetext writing, exemplify the true connotation of social sports news serving as a form of printmedia,extend social sports news layout, and excavate the spreading value of social sportnews.