摘要 　　本研究主要目的在於了解蘋果日報登載2008年北京奧運會中華代表隊各運動項目報導量及與運動表現之差異情形，本研究採用內容分析法，針對北京奧運會比賽期間2008年8月6日至8月26日蘋果日報所刊載的體育新聞內容之字數、圖數、版面、花絮及頭版為研究標的。所得結果進行描述性統計及獨立樣本t檢定等統計分析，所得結論如下：一、不同項目的報導字數、圖數、版面及花絮等研究標的，曝光率最高的均為棒球，其次為跆拳道及舉重，僅頭版的部分是以舉重項目最高，其次依序為網球及棒球。二、不同運動表現的項目在報導的字數、圖數、版面及花絮並無顯著差異，僅頭版呈現顯著差異情形。顯示蘋果日報在報導時並非只針對運動表現較佳的項目，普及率高、民眾喜愛且熟悉的運動項目也容易成為報導對象。

Abstract 　　The purpose of this study was to explore the relationship between sports performance and media exposure about the 2008 Taiwan's delegation in Beijing's Olympics. The study applied content analysis to analyze the Beijing's Olympic Games news in Taiwan’s Apple Daily, during 6th-26th August 2008. The data collection included news, photos, layout, titbits and headlines, were analyzed by the method of descriptive statistics, and independent-samples test. The results were:1. Baseball events’ had more exposure of news, photos, layout and titbits than Taekwondo and Weightlifting. Weightlifting events’ had more headline than Tennis and Baseball. 2.Sport performance didn’t show the differences of exposure in terms of news, photos, layout and titbits.Excepts headlines. Results showed that the reports of medium not only focused on the sports which had better performance but also cared about sports which was popular, loved and familiar with common people.