2003年夏,西班牙皇家马德里足球队访华,国内各家媒体纷纷开辟专栏、专版以至专刊加强报道声势力度。通过媒体集中聚焦的’议程设置“作用,皇马访华—时间成为球迷欢乐的节日。观察整个报道“战役”过程,娱乐化新闻在不少媒体体育版取得主导地位,其中不乏精彩的新闻策划和报道,娱乐化的软新闻也在一定程度上显示了其贴近大众,活跃文化的报道优势和功能,但同时在新闻界的’爆炒”中也夹杂着众多令人担忧的负面新闻现象,个中教训值得反思,现做一回顾。 The summer of 2003, Spain’s Real Madrid football team to visit China, each domestic media have set up columns, special pages and even specials to strengthen reporting momentum. Through the media focused on the role of ’agenda setting’, Real Madrid visit China - the time to become fans happy holiday.View the entire report “campaign” process, entertainment news in many sports media version dominance, many of them wonderful news planning and Reported that recreational soft news has also shown its superiority and function of reporting close to the general public and an active culture to a certain extent. At the same time, however, there are also many worrisome negative news phenomena in the ’hype’ of the press. The lessons deserve reflection, is now a review.