A Study Of The Novelty Of Sports News On Provincial Party Paper, Based On Jiefang Daily

With the rapid development of sports in China, sports news reporting has been increasing greater and greater. More and more sports newspapers are being established, battling for the market share of their own. Sports channels or sports columns also witnessed a drastic increase, focusing on sports reporting with the great scale that has never appeared before. For the sports news of the provincial party paper, it must find its own way to motivate, to face up the music.This paper will first briefly introduce the status quo of the sports pages of the provincial party newspapers nationwide, analyzing the pros and cons of the provincial party newspaper in the market competition. Then based on Jiefang Daily, the author will employ case study, participant observation, and content analysis and so on to elaborate the tactics of the provincial party, namely how to make the reporting hearable and vivid. Hearable means party paper should put into full play of its authority, thus making a strong voice and opinion, while vivid refers to the page arrangement, the use of pictures and cartoons.Based on mass communication theories such as audience-oriented, this paper seeks the way for the provincial party papers to achieve some development in the challenging environment, or more specifically the choice of elite or grass root. Then it is crucial to know the readers composition of party paper, thus making a strategy accordingly. The view of this paper is that party paper should keep apace with the times, innovate, and better itself in order to battle for its market share.