The Research on Expression Form of Sport News in China Media Group Short Video Column 'News Broadcasts from CCTV Anchors' from CCTV News’ Weibo Account

With the development of the Internet, the popularity of short videos in the new media environment has led to the transformation of traditional media to new media forms. Apart from that, sports events have become an indispensable means of international exchange in a time when the tide of counter-globalization is becoming increasingly severe. This paper explores the expression form of sport news in CCTV News’ “News Broadcasts from CCTV Anchors” series released on its Weibo account through case studies and qualitative research. Based on the unique political nature of the Chinese news media, for the analysis of the columns under the CCTV news account will focus not only on their visual form, but also on the ideological factors implicit in the discourse. The features of the column’s innovation are analyzed from three perspectives: verbal mode, non-verbal mode and content setting, which has reference significance for the transformation of traditional media and the development of international communication patterns for China in the Internet environment.