The Study Of The Current Situation And The Development Of Communication Models Of School Newspaper In China’s Sports Colleges In New Media Era

School newspaper, as the mainstream media in college, has met unprecedented challenge in newmedia era. Sports colleges, the professional ones in colleges and universities, have the sameproblems. How to break through the bottleneck and establish the healthy operating models is thesignificant task which the school newspaper in sports colleges are faced with.Taking Beijing Sport University School Newspaper, Shanghai University of Sport SchoolNewspaper, and Shenyang Sport University School Newspaper in the version of the year of2011asresearching object, with the researching methods of questionnaire, experts interview, contentanalysis, comparative analysis and documentary, this thesis makes an analysis, induction and studyof the current situation and existing problems of China’s sports colleges and raises thecountermeasures in sustainable development, so as to improve the quality of school newspaper insports colleges, boost the establishment of new model of combining school newspaper and networkand provide the theoretical supports for the development of school newspaper in sports colleges.Through the analysis of the selected samples, nowadays the school newspaper in sports collegeshas many problems including the vague location of school newspaper, the communication entity,the unclear guiding principle of the school newspaper organization, unenlightened newspaperrunning theory, unsound management and insufficient newspaper running funds; thecommunication content is short of time sensitivity, readability, unique feature and high quality;the communication forms are single and short of entire planning of layout, which the pictureslack news value and aesthetic feeling and the page layout design has a big gap with professionalones; audiences are not satisfied with the communication objects and so on.Therefore, this thesis puts forward some feasible suggestions of constructing a wholly new andsustainable communication models which are: school newspaper needs to define its location,create new idea, introduce market mechanism and follow the socialized newspaper runningroutine; perfect the organization and improve the professional skills of editors and studentsreporters; shorten the publishing circle and improve the quality and form of communicationcontent; satisfy audiences’ all needs through increasing publicity of school newspaper, improvereader’s interaction and strengthen service consciousness; blend the advantages of newspaperand network and create a new three-dimensional communication model of the combination ofschool newspaper web version and mobile version.