| NBA(National Basketball Association)is the world's highest level and also the most popular Basketball league.In China,the growing influence of the NBA has attracted the attention of a large number of fans and has become the favorites of media coverage as well as the news resource that many medias compete for.As a new medium,the internet has become an indispensable part of people's life.With the development and growth of the online media,the online communication with multimedia information is becoming more and more important in NBA report.As network media reporting the NAB,Tencent is the NBA's exclusive digital media official partner in China with exclusive resource advantages.Tencent innovates its news report of NBA,launches a series of innovative NBA news columns with the methods of presenting multimedia news coverage of NBA to meet the different needs of the audience.Tencent's NBA channel pays much attention to the user's experience,optimizes the page layout,sets up attractive titles for its "fans".For a full range of events,Tencent provides precise and vast amounts of coverages and improves the user's experience.This thesis focus on news reports and its strategies of Tencent's news coverages through text analysis and literature review.Through study,the paper concludes that Tencent's news reports focus on sports events using straight news;the news stories is written by full time writers.This thesis analyzes the titles,contents,techniques used in Tencent's NBA news reports and tries to summarize the reporting strategies in the reports.Meanwhile,this thesis also points out the shortcomings in Tencent's news reports and a deep analysis is put on its tabloidization,sensational headline writers and news robot writing.This thesis suggests that Tencent's news reports should improve its qualities of news stories from the following five aspects:1?to cooperate and interactively integrate with print media;2?to strengthen the in-depth reporting and react to the responses;3.to put an end to tabloidization,keep the authorities of the news reports and improve its credibility in the public;4?to emphasize the idea of gatekeeper and improve the professional competences of the journalists;5?to build more brand famous news columns and focus on the differential reporting.This thesis points out that the present researches about NBA put too much emphasis and energy on its basketball skills and are confined to basketball techniques while focus less on news reports especially less on print media reports.So study the Tencent's news reports systematically is meaningful both professionally and academically.This thesis fully decodes the existing circumstances and strategies of Tencent's news reports pointing out problems and giving improving methods to make this thesis both practical and prospective. |
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