Research On Media Image Of Sport Star

In the mass media increasingly advanced today, sports has been media, under the media publicity, more and more people begin to pay close attention to sports, sports stars, and sports stars in the media image, directly affect the public opinion of this group athletes. Their impression in medium? Mass media content of the report way for sports stars? Although often appear in the our country sports news coverage, the sports star sports also frequently appear in newspapers and magazines about sports stars’ column, serial, but on the cnoice of the content, the form still exist many problems, deep understanding of its significance is not enough. Strengthen the sports star media portrayal of the research, to guide the public pay more attention to sports stars positive, active, enterprising, enthusiasm, positive energy, and improve the level of coverage of sports star plays an important role.Adopt mainly adopts content analysis method, this paper mainly through statistical senior baidu search keywords for sports stars, second, specific operation steps in baidu news column to fill in the "sports star" select advanced search results; Limited to time bar "in January 2011 January 2014", keyword position is "only in the title of the news search results sorted by time, and each page shows article 50, is all the news news classification, eliminate irrelevant news according to the research goal, the following these things out, main content and main body is not sports stars’story and can’t open the news, for the focus of the news report number to examine report and social public opinion and so on the theme of the literature content analysis, found that the trend. Study the following conclusions:(1) the sports star media image mostly positive coverage, but exists negative characteristics. In the media, sports stars more than that is associated with positive events, these events include positive public welfare charity, health promotion, endorsements, and other media of sports stars positive health image. All in all, from the macroscopic view, sports stars’media image is relatively positive, positive.(2) sports stars as a public figure, has become the focus of media attention, sports star endorsements to stimulate consumption and promote economic growth and inheriting sports spirit, improve the image of the state plays an irreplaceable important role.(3) the media image of our country sports star is not consistent. Due to sports stars’ own factors, sports stars’media image is both a positive image in the negative image, with the media reports and the guide of social comprehensive factors, etc.(4) the influence factors of sports star media image has three aspects: first, the quality of sports star’s own behavior and decisive factors; Second public expectations and requirements are external factors, the government’s guidance is one of the important wire connected to the sports stars and media.(5) to shape good sports star media image, first is the sports star inner cultivation, and then the movement technical level of sports stars. Second, the media should play a positive guiding role, improve professional quality of relevant personnel; Put an end to false subjective reports, for building sports star media image provide better display platform.