| "China Sports Daily", the legendary publication, first published in1958, has gone through over50years of growth and development. Starting from the very first day of its publication till its boom period, China Sports Daily's front-page headline titles have experienced different phases, a lengthy development. During this publication's evolution, among all the headline news titles, some indicate its fast-growing and successful stages, while the others reveal periods of frustration and temporary failures.For the purpose to achieve a more accurate interpretation and thorough understanding of China Sports Daily's headline development, three separate consecutive time periods of shall be selected to analyze:1) challenging introduction stage (1958-1965);2) traumatizing retrogression stage (1966-1977);3) boom period (1978-2008). With the framework laid out above, this essay shall carry out the discussion based on facts. The methodology includes sampling of China Sports Daily's headlines from the three periods, article researches, content analysis, as well as statistics approaches. In this way. empirical values can be added to achieve systematic study and analysis of China Sports Daily's headline writing structures, contents, as well as its rhetoric methods.From the early days of China's establishment, when socialism mainly constituted our political system, to the period of chaotic ten-year "Cultural Revolution", then to the days of "Reforming and Opening-up Policy", where the progress of democratization of our political system has become faster over years, finally till now where China's economy is becoming stronger day by day due to improvements of our economic system, China Sports Daily has seen this country's various shifts in person, either from the political perspective, or from the economic perspective.As the very first professional sports first-party publication, China Sports Daily has demonstrated different characteristics during different time periods, but simultaneously, it also displayed similar intrinsic heritage properties in each of the three periods as well. The China Sports Daily's front-page headline news titles have gone through several changes as the following:the structures of the news titles have become more simplified structurally over the years; the contents have become more autonomic rather than political-orientated; the presentation of the articles has become less static and boring, gradually more vivid and interesting. Also, this publication started to put more emphasis on entertainment in1990s. But at the same time, as a party publication, China Sports Daily's essential function as the Chinese Communism Party's propaganda channel requires the publication to keep on mainly reporting and releasing news of the country's important political and economic policies, focus on actions and words of party leaders, as well as giving positive political guidance to the public as a mean of political control.Since sports news have become an important building block of news industry, and a party publication is an essential supporting pillar to sustain socialistic news industry, China Sports Daily, as a combination of both societal components, is extremely influential land possess distinguished social status. Therefore, through the discussion of this essay, I hope my work can serve as a diachronic study of socialistic sports news industry, find certain patterns and traits, in order to let people have better understanding and interpretations of headline news titles from party publications.After carrying out the discussion and analysis in this essay, to sum up, generally, China Sports Daily's front-page headline titles have evolved more orientated to readers'needs, rather than depending on the will of the publisher. The contents of the media have always attempted to bring miniatures of the society to readers, while the theme of titles has begun to refocus on sports industry, the publication does take the people as the foremost. Also, its front-page headline news titles have shifted more weight to demonstration of sports aesthetics from emphasis on simply sports competition. Sports industry is one of the most vital components our country's social formation.30years have passed since the initiation of "Reform and Opening-up Policy," Chinese sports have started to attach importance to preserving the traditional sports and human spirits, as well as expanding media outflow internationally. In the future, China Sports Daily should attach more creativity to its titles, transform the traditional, inflexible stereotype into a new mode of creating news titles, reinforce artistry of rhetorical methods, techniques to release news media, as well as presenting deeper understanding of cultural values. Also, while striving to create positive propaganda influence, China Sports Daily should ensure the news body's own intrinsic values and quality. From an international perspective, China Sports Daily should develop its unique functional properties as a Chinese sports party publication, continue to guide world's sports towards more advanced developments. |
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