A Study On The Special Report Of Sina Sports 2010-2018 Winter Olympic Games

With the successful bid for the 2022 Beijing Winter Olympic Games,the media began to pay more attention to the report of the Winter Olympic Games.Sina Sports is the trump channel with the largest audience under Sina.As one of the important platforms for domestic sports fans to get sports news,Sina Sports takes the responsibility of transmitting the information of sports events to the readers comprehensively,objectively,timely and accurately.Facing the upcoming Beijing Winter Olympic Games,Sina Sports,as the representative of the Internet media,urgently needs to make a prospect for the report of Beijing Winter Olympic Games on the basis of summarizing and reviewing.This study takes 2174 reports on the Winter Olympic Games of Sina Sports from2010 to 2018 as research samples,comprehensively use the methods of literature review,content analysis and text analysis,through the formulation of specific content analysis indicators,analyzes and counts the samples,and shows the overall situation of Sina Sports’ Winter Olympic Games reports from 2010 to 2018 in the form of charts.From the perspective of Framing theory,this study systematically analyzes the high,medium and low levels of Sina Sports’ special reports framework for the Winter Olympics from 2010 to 2018,reveals the characteristics of the thematic framework,structural framework and discourse framework of Sina Sports’ Winter Olympics reports,and explores the reasons for the changes.On this basis,combined with the current situation,this paper puts forward feasible suggestions on the reporting of the Beijing 2022 Winter Olympics.According to the research,there is a certain correlation between the number of special reports of Sina Sports Winter Olympic Games from 2010 to 2018 and the performance of Chinese sports delegation and the media coverage right;the special reports show the characteristics of broad generalization,localization and one sidedness;the special reports mainly focus on "event situation" and the in-depth evaluation of events;the special reports gradually highlights the humanistic concern and the reporting style is relaxed and humorous;the report style of Beijing Winter Olympic Games should focus on "foundation","advantage","overall planning" and "pattern".Based on the actual situation,this paper puts forward the following suggestions for the report of Beijing Winter Olympic Games: first,from a single report perspective to a multi-source report perspective.Second,from gold medal doctrine to humanism.Third,from basic event report to original in-depth report.Fourth,appropriate use of new technology in event related reports.Fifthly,we should pay attention to the function of media and build the image of a great country.Sixthly,we should pay attention to reporting the social functions and help the whole people to keep fit.Seventh,we should attach importance to communication interaction and enhance user experience.Eighth,improve the quality of Internet users and promote self-discipline of the industry.