The Research On The Evolution Of Olympic Coverage In Titan Sports

Chinese society has been in a transition state since the new period. Influenced bypolitical and economic environment, the individual consciousness, right consciousness,consumption consciousness of the public are also rising, great changes have taken place inmedia and sport each than before. The degree of Chinese media marketization increasedsignificantly, sports report has been shaking from the propaganda to real news, maturequickly. But with the convening of the third plenary session, China’s accession to the WTO,and the successful hosting of the Beijing Olympic Games and other major events, thecharacteristics of the sports media in the new era could not be simply summarized bymarketization.Founded in1988, with a history of nearly30years, Titan sports is the most distinctivefeatures of the marketization, specialization of comprehensive sports newspaper currentlyin Hu Nan province and even across the country, also still one of the strongest sports media.As an independent sports newspaper, Titan sports showed great changes, not only on thereported technology, on a deeper level reflects the changes of Chinese society.Through content analysis, sample text analysis combined with quantitative analysis,this study analyze reports of Titan sports during the games, explaining their agenda settings,the change of the value orientation and reporting style, and place it in the context of thesociety at that time, and try to explore the reflected in the social politics, economy andculture which closely related to the text of the mass media in the new period. We can seemedia culture with the general development of the social development, and provide someideas for the development of domestic sports coverage.