The Transformation Of Media Discourse In Olympic Issues

In recent years,with the change of Chinese social political and economic environment and communication ecological environment,some new phenomena have been emerged in the report of Olympics topics.In the 31 st Rio Olympics of 2016,Fu Yuanhui,a young member(19 years old)of Chinese swimming team,won millions of fans because of the word of “HONG HUANG ZHI LI” said in live interview made by a CCTV reporter.Ning Zetao and Sun Yang(members of swimming team)and Zhang Jike and Ma Long(members of table tennis team)are called “Fresh Meat Athletes”,and become popular in social network quickly.Media's Olympics report mode is changing with visible speed,and Olympics communication ecology is also changing.As official Communist newspaper,People's Daily spreads voice and speech of China's mainstream media.Taking “Media Discourse” as the main theoretical framework,People's Daily from 2004 to 2016 and the report of Olympics topics of Olympics Special Issue are selected as the main study objects in this paper.Four seasons of Olympics report contents are systematized from the aspects including report amount,page position,news pictures and others.Moreover,the detailed contents analysis on the front-page report and first gold report is emphasized,exploring media disclosure change tendency of Olympics reports of People's Daily.Through the analysis on nearly four seasons of Olympics reports of People's Daily,it is discovered that Chinese media disclosure change tendency has the following characteristics: 1.People's Daily presents decline tendency for agenda setting of Olympics report;2.Report angle has changed to international from local;3.Athletics disclosure has changed to entertainment discourse;4.Ideological discourse presents weakening tendency.From the change of medial disclosure of Olympics report,it can be seen that media disclosure steps toward “massification” and “socialization” from “nationalization” and “elitism” under the market effect and modern multiple media interactive context,and toward “secularization” and “people-oriented” from “sanctification”.