An Analysis Of The Discourse Changes In The Report Of Chinese Athletes Winning The Olympic Championship In People’s Daily(1980-2022)

As an international sports platform,the Olympic Games will attract the attention of the whole people from the media to the public.The planned economy has brought rapid progress to China’s sports,but it has also made sports a serious political activity,largely ignoring the personality of people and the competitive spirit of sports itself.With the advent of the market economy and the updating and iteration of media technology,the national ideology has changed significantly.Instead of focusing on gold medals and achievements,we should correct our attitude and give athletes tolerance,understanding and care.Media science believes that an idea can be transformed into a material force,which cannot be separated from the interaction between technology and culture.Therefore,the expectation of the people for the Olympic athletes to win the championship is actually the result of the joint influence of the culture of the times and media communication.In order to explore the path and mechanism of this change,this paper puts forward three research questions: First,how can the reports of People’s Daily from 1980 to 2022 be divided? Second,what changes have taken place in the discourse strategies of the People’s Daily’s news reports on the Chinese Olympic athletes’ championship in different periods? Third,what is the reason for this discourse change? What is the social value behind it? Subsequently,this paper collected 645 reports about Chinese athletes winning the Olympic Games in the People’s Daily from 1980 to 2022,and divided the reports by stages,using the research methods of content analysis and discourse analysis to study the above three issues.The study found that in terms of macro discourse change: from the perspective of reporting scale,the total amount of discourse has been expanding and completed the transformation from "scattered to orderly";The topics of the report are also richer.From focusing only on achievements to focusing on all aspects,the news has more human feelings;From the perspective of reporting style,the People’s Daily mainly focuses on news,feature and communication.From serious and rigid news to vivid and diverse reports,it is the growth track of the People’s Daily’s Olympic event report;In terms of reporting items,from only focusing on the gold medal winning events to taking into account the weak events,from the Winter Olympic Games to becoming a household name,it reflects the progress of People’s Daily’s awareness of Olympic "fairness".In terms of micro discourse changes: from the perspective of the type of reporting narrative,the People’s Daily has shown a change from "flat narrative" to "vivid narrative",and it is judged that its macro discourse strategy is to adhere to the "three close" style of writing,from the perspective of the audience,to reproduce the moving stories of Olympic athletes before and after winning the championship in a delicate and vivid narrative way;From the perspective of reporting language style,due to the competition of media and the emergence of the idea of audience standard,"serious discourse" is gradually deconstructed by "entertainment discourse";From the use of metaphor and rhetoric in the report,its ideology has changed from blindly strengthening the national and national honor to returning to the competitive spirit and giving humanistic care to athletes,which more and more reflects the tough mentality that a big sports country should have at this time.The above is the research and analysis of the discourse change of the People’s Daily report on the Chinese athletes’ Olympic champion.The reason is that the arrival of market-oriented economy is the fundamental factor for the change of the discourse strategy of People’s Daily;The improvement and adjustment of the national system in the later period is an important factor;The competition among the media and the shift of public social sentiment are also one of the reasons.While paying attention to the change of discourse,we should also pay attention to the social value behind it to evaluate the impact of the change of discourse strategy in media sports reports on the public and society.