Research On Mega Sporting Events Report Of Xinmin Evening News Rfom The Perspective Of Media Convergence

Nowadays, with the information and communication technology developing, anynews media are inevitably facing the impact of media convergence. Especially as thetraditional media, the challenge of newspapers is unprecedented. If newspapers wantto maintain their original living space or even to seek better development in theincreasingly fierce environment, they must adapt to all kinds upheaval of mediaconvergence positively. Only to strengthen the advantage of the newspaper and tospeed up the pace of innovation, the newspaper can find the path to get out thetrouble.The Olympic Games as the world’s most influential sports event, will alwaysbecome the focus of the media all over the world. In such a high-profile "battlefield",the Xinmin Evening News, as domestic prestigious newspapers, don’t want to fallspontaneously. During the London Olympic Games, the xinmin evening news,dispatched six reporters, they reported with the media convergence mode and concept,which makes the whole report with the value of the research.This study put mega sporting events report of newspaper under the perspective ofmedia convergence, in both theory and practice has the important significance. At thesame time, because the research of domestic newspaper’s mega sporting events reportbased on the media convergence is still very rare, this research has very strongcreativity and a lot of space to discuss.Research methods of documentation, content analysis, expert interview and caseanalysis are used in this research in order to gain the results of the report aboutLondon Olympic Games by Xinmin Evening News, which consists of the newspaperfrom July27,2012to August13,2012. At the same time, in order to understand thehistory of xinmin evening news reporting the summer Olympics well, the author alsocollected the report content of xinmin evening news, include seven times summerOlympic Games from1984to2008, and did data analysis.When using the method ofexpert interview, the author communicated with13reporters in face-to-face,telephone, E-mail, wechat and QQ etc, The author obtained the firsthand informationof the press, which made the research is not the empty discussion.Through the research, under the perspective of media convergence, the authoranalyzed the innovation of xinmin evening news on the report of media convergence.The author stated the power of innovation, the assurance of innovation and thestrategy of innovation one by one. In the end, the author did five conclusions.Theauthor hope the result of this research can provide effective documents to theresearchers, who want to do the corresponding research. And the author also hope thisresearch can provide valuable reference and advice for other newspapers in the future.