Research On School Football Reports In <China Sports Daily>

Along with the constant progress of Chinese sport,football,the first sport of the world,gains increasing popularity in China.Football events and football development are the hot topics in sports newspapers.But among the hundreds or thousands of the reports,school football,which is closely pertinent to the development of Chinese sport,is somewhat neglected and less covered.The indifference of sports newspapers will surely affect the enforcement and practice of school sports polices,and does harm to the sustainable development of school football.Recently,a series of policies to promote school football have come out,among which the National Reform Plan of Football was issued on March 6th 2015.In the plan,the development requirement and the expected objects are elaborated.All these efforts have furthered the development of school football and have increased the popularity of school football in schools,communities and other areas.The interaction between sport and media endows the popularization of football by mass media with profound meaning.Thus this study is based on the school football agenda setting from the perspective of communication.The 623 school football reports in China Sports Daily from 2015 to September 2016 are taken as samples,from which the agenda setting of China Sports Daily is analyzed in terms of quantity,type,genre and layout position,and pictures by means of literature review and content analysis.The conclusions are as follows:1.In terms of quantity,reports on the development of school football make up the largest percent,followed by the reports on activities and on events.These three types of reports are the focus of school football report agenda setting of China Sports Daily.2.In terms of genre,communication reports prevail,and the messages are clearly inferior in quantity.Both of them focus on the development,activities and events of school football,comparatively lacking in comment and interview reports.3.As a state organ newspaper,China Sports Daily has always taken a positive attitude towards reporting school football policies,leading to creating a good atmosphere for school football and playing an active role in promoting it.4.China Sports Daily faces up the problems existing in the development of school football,such as the imbalance of school football between city and countryside and among regions,and the difficulties in developing school football for girls or female students.Reports on the problems and difficulties have aroused social attention,playing a positive role in monitoring and promoting school football.5.School football development is the most important content of China Sports Daily agenda setting.Pertinent reports take a large proportion of headlines.Picture reports are mainly on the training and events of the grass root schools with more rich and colorful layout design.6.China Sports Daily achieves better effect on its agenda setting with reports on school football.And yet,it needs to deal with the problems of lacking in monitoring and criticizing reports,limited topics,and imperfect layout design.Suggestions and strategies targeted to the above problems are as follows:1.The function of China Sports Daily as a state organ newspaper should be more clearly defined,and China Sports Daily should take full responsibilities of developing school football.2.The perspective of agenda setting should be verified,and efforts should be made to dig deep into the reporting content.3.The layout design needs to be improved so as to make the guiding role of China Sports Daily in the promotion of school football more conspicuous.4.China Sports Daily should enhance the temporal effectiveness and interactive effectiveness of its school football report agenda setting with the help of media integration.