On the Diachronic Changes of Agenda-setting in the International Coverage of Beijing Summer and Winter Olympic Games by China' s Mainstream English Media A Multiple Correspondence Analysis to Keywords.

he international coverage of the Olympic Games by China' s mainstream English media is vital to better telling Chinese sports stories to the world as it could shape people' s understanding towards China' s sports development. This study adopts Multiple Correspondence Analysis to Keywords to explore the major topic.s set in international coverage of the Beijing Summer and Winter Olympic Games by China' s mainstream English media and discusses how agenda-setting on Beijing Olympics has been changing over time. Results show that the international coverage of the Beijing Summer Olympics gave priority to topics on the economic and competiti -ve aspects of the Games, while coverage of the Beijing Winter Olympics focused on a much wider range of topi -cs in diplomacy, culture, science and healthcare, revealing more diversified agenda-setting and modes of repor -ting. This denotes significant changes in Chinese media' s agenda setting: 1) from seeking commonalities to proactively constructing national images, 2) from domestic to globalized angle of reporting, 3) from highlighting advantages to emphasizing creative breakthroughs in multiple fields, 4) from result-oriented to process-oriented reporting. These diachronic changes reflect transformation in the mode of reporting by China' s mainstream English media towards the Olympic Games as well as people' s perception of sports in the past decade. [ABSTRACT FROM AUTHOR]