A Comparison of Chinese Media Reporting Frameworks on the Beijing Winter Olympics and Summer Olympics: A Case Study of People's Daily Headlines

In order to gain a deeper understanding of Chinese media coverage of the two Olympic events, this article, from the perspective of framing theory, utilizes mathematical statistics, content analysis and text analysis to make statistics, describe and understand the data respectively. Through comparing and studying the thematic framework, structural framework, and discourse framework of People's Daily's headlines on the two events, it is found that the fundamental reason for changes in the Olympic reporting framework is the enhancement of national strength. Media development updates serve as the direct driving force behind changes in the Olympic reporting framework, while the transformation of Olympic values acts as the underlying dynamic.