<China Sports Daily> On The Agenda Setting Of The Beijing Winter Olympics

In 2015,the International Olympic Committee announced that Beijing would be the host city for the 2022 Winter Olympic Games.After the successful bid,there was a strong positive response within China,with many people viewing this event as an important breakthrough for the country’s sports industry and national image.This was also China’s second time hosting a large international sports event after the 2008 Beijing Olympics,showcasing its comprehensive strength and support for the international sports industry.In addition,the Chinese government,media,businesses,and the public actively participated in the preparations,creating a positive atmosphere,strengthening publicity,and raising awareness,all contributing to the successful hosting of the Winter Olympics.People across the country began to eagerly anticipate the event,with increasing attention on the Beijing Winter Olympics and winter sports.This Winter Olympics will also be a great opportunity for China to showcase its national image and comprehensive strength to the world,with the sports media serving as its window.As an authoritative media outlet in China’s sports industry,China Sports Daily has strong professionalism in its coverage of sports events,widely recognized by sports enthusiasts nationwide.This article takes Winter Olympics coverage as the keyword,selects China Sports Daily’s coverage of the Winter Olympics as the research object,and uses content analysis to explore its agenda-setting.The study found that the content characteristics of China Sports Daily’s agenda-setting for the Beijing Winter Olympics are as follows: 1)sports topics occupy the front page,with a high proportion of non-sports topics;2)it adheres to positive reporting and has few critical reports;and 3)there is a clear trend towards sports soft news.In terms of its presentation,the articles are mostly in the form of news reports,with a focus on personal communication,and the length of the articles is mostly medium(500-1000 words).Meanwhile,the agenda of the Beijing Winter Olympics by "China Sports Daily" has the following three shortcomings: 1)uneven distribution of various agenda reports;2)relatively simple newspaper page design;3)lack of professionalism in the coverage of ice and snow events by editorial staff.To address these shortcomings,this article proposes the following suggestions: 1)set the agenda with the popularization of ice and snow projects as the guide;2)optimize the layout and enhance the agility of the overall reporting style;3)accelerate talent development,focusing on cultivating news professionals who are skilled in covering multiple ice and snow projects.