Analysis of Media Coverage of Beijing Winter Olympic Games under the Time Background with Framework Theory—Take Xinhua News Agency as an Example

Abstract

Under the pressure of the raging COVID-19 epidemic and continued global geopolitical tensions, the Beijing Winter Olympic Games were held as scheduled smoothly. The media coverage of the Winter Olympics plays a crucial role in its promotion. Through textual analysis and content analysis, this paper takes frame theory as the basis, takes Xinhua News Agency's 2, 406 news reports as samples, focuses on 3 types of structures: high-level, middle-level, and bottom-level, and takes the report content and theme as the guide to study the coverage of the Beijing Winter Olympics in the context of the times, mainly analyzing its relevant impact, the evaluation of relevant people, and the use and innovation of the event subjects and technologies, to convey inclusively, shared objective and positive values. The results of this study reveal that Xinhua's news coverage of the Beijing Winter Olympic Games has eight high-level thematic frameworks and five medium-level content frameworks to show readers the Chinese Winter Olympic Games and also the development of winter sports in China.