Study On The Differentiated Presentation Of Football Matches On CCTV

As the strongest and the most influential mainstream television media in China, CCTV owns the most abundant football match resources. But look at the CCTV coverage of these events, the trend of polarization is very obvious. On the one hand, for a number of international football matches have nothing to do with Chinese football, CCTV carried out large-scale investment; but on the other hand, for some matches that are closely related to the development interests of Chinese football, CCTV adopted a cost-cutting approach. General television audience is difficult to find the mystery lies behind the differences.Firstly, this thesis chooses the CCTV series of reports of 2014 World Cup and the 2015 Asian Cup tournament as the research objects, using comparative analysis and text analysis methods to analysis and compare the size, frame design news, special programs design, and advertising products, to reveal the differences between them; then on this basis, from the view of spectacle creating, advertising revenue, broadcast rights policy to analysis the root causes of this phenomenon, and accordingly pointed out the consequences of this phenomenon caused from the ideological attribute and agenda-setting function of presentation of football matches. I hope that through the external representation of the external manifestations, causes and results of the differentiated presentation in different CCTV Sports Events, to draw enough attention to the potential media behavior, prompting the CCTV and other mainstream TV to find a proper balance when processing the relationship between media self-interest and social responsibility, national interests.