Research On Portal Sites Of China Sports News Media Credibility And Brand Image

With the market-processing, China’s portal sites spring up quickly and occupy some place in the fierce market competition. Furthermore, based on the international sports, especially in 2008 Olympic Games, the China Open and so on, the sport news is increasingly being sought after by the audience. So, sports news has become the major competition among portals. However, opportunities and challenges are always co-exist. In order to attract audience’s attention, false news and paid news are spreading. To some extent, damaged the credibility of our Portals and brand image.Credibility of the media affect the audience-contact, audience-dependent, thereby affect the effectiveness of agenda setting. Likewise, if there is no media credibility, the values and the brand image behind media products will not have the effect of agenda setting. So, media credibility is a measure of communication effect, also an important connotation of media image, and crucial for the development of media. So, the research on portal websites of China sports news media credibility and brand construction is very valuable.The research ideas are as follows:The first chapter is the preface. Clearly conform the topic, purpose and meaning. The second chapter is literature review. Reviewed and summarized the focus, lack of research and problems of previous studies, that will provide foundation of Innovation in the paper. The third chapter is the research object and method. Display the research methods systematically and provide methodological guidance for the thesis. The fourth chapter is part of the study design. Focus on the meaning, the dimensions and the factors of the network media credibility; The questions and the effect of credibility on sports news in portal; The relationship between media credibility and media image; Finally, discuss the final part of this study design-how to use the media credibility to construct a good brand image. The fifth chapter is the conclusion and recommendations. This section on how to improve the credibility and build the brand of sports news, thereby, propose some feasibility countermeasures. The main conclusions of this study are as follows:1. Credibility is the life of media, is an important guarantee for the development prospects of our portal, there is no credible, media is not long.2.At present, Portals’sports news appear alienation: Pan-entertainment, vulgar, lack of depth, false news spread, excessive commercialization and so on, the credibility is faced with challenge.3. Credibility is important connotation of the brand image, the two complement each other and affect each other. Credibility damaged to some extent affected the brand image of our portal. Therefore, to enhance the credibility of the portal should always pay attention to.