[Objective] To analyze the main characteritics of soil and water conservation (SWC) themes from Chinese newspaper reports, in order to provide a critical basis for understanding public focus, impelling public communication and public participation in China.[Methods] Under the supports of Citespace and NLPIR software, we analyzed the keywords of abstracts and titles of Chinese newspapers (CNKI database) from 20000101 to 20170423 by word frequency statistics.[Results] Reports of SWC increased after 2005, and got steady after 2011. The local newspapers and water industry newspapers contributed 80% of SWC reports. Keywords sprang up in 2000-2003, and among them, the 20% top frequency keywords displayed high frequency than others had, but their centrality in the network of keyword nodes was low. Top frequent keywords of abstracts and titles of 5 newspaper types were similar to each other's.[Conclusion] The SWC newspaper report amount in Chinese language relatively kept in a stable level in recent years, but lacked hot focuses, and showed homogenization. More details are required for the further research.