Comparative Research Of Yao Ming Agenda In People's Daily And The USA Today

On the basis of the media comparative research and with the content and the text analyses, the thesis focuses on describing the similarities and differences in the selected coverage published on the People's Daily and the U.S.A Today from January 1, 2002 to December 31, 2002 and from January 1, 2007 to December 31, 2007 and analyzing the reasons for the similarities and differences. All efforts come to the aim of exploring how to act actively on sports report for the Chinese print media, which will further improve the development of China's sports culture and enhance the communication of sports events.Analyzed from a macro level, two papers present numerous similarities in Yao Ming Agenda setting both in forms and content. Examples found include sports- event-theme-dominated news reporting, hard news reporting in brief, short stories in sports page in which Yao Ming was portrayed as a positive and outstanding sport star. Differences found in further research lie in the timing, forms, topics and subjective preferences in Yao Ming Agenda setting from a perspective of micro level.Based on the analysis of reasons for the similarities as well as differences in the two said papers in Yao Ming Agenda setting, the thesis concludes that Chinese news papers should employ the tendencies of entertainment-orientation, specialization and individualization in sports news coverage to encounter the challenges in new media era.