The Study Of Zou Shiming Media Image

The core of the sports media reports are always athletes,and shaping the athletes media image by accompanying and promoting the spread and development of sports,which affect generations of Chinese people.The media in the shaping of the athlete's image plays the role of "gatekeeper",and at one time became the principal element about the athletes' image.But with the development of media technology and the transformation of sports system,athletes have the space and opportunity to change passive into active,by the interaction with the media,striving for their best potential and characteristics to create their own more "real" media image.Today,the media image of athletes has become the key factor to determine the commercial value and social influence of athletes.How to shape and maintain their own athletes image,and to maximize the value have become the important topic now.This paper adopts the literature material method,content analysis method and mathematical statistics,qualitative and quantitative analysis,from two aspects of media portrayal and athletes self-shaping to explore the building of Zou shiming's media image establishment.By the analysis "China Sports Daily" and Tencent Sports reports on Zou Shiming during the year of 2003 to 2016 to explore the media on Zou Shiming's image construction,and collect and summary Zou Shiming and its team's statements and activities through media,to analyze Zou Shiming and the media of a variety of interactive ways to explore the Zou Shiming self-image of the building,which could describe the zou shiming relatively complete three-dimensional media image.At the same time,through study the Zou Shiming different stages of the media image and the content of the report to analyze the media image of the social impact.The research shows: Firstly,the media reports mainly emphasize on shaping the professional athlete image of Zou Shiming's which shows stage characteristics.Secondly,the media plays a leading role in the process of shaping the image of Zou shiming,but Zou Shiming actively shapes his own image through interaction with the media and gradually gain significant effect.Thirdly,Zou shiming's media image helps to promote his media image of commercial value,but to a certain extent,the long-term high exposure may led to audience aesthetic fatigue.Fourthly,Athletes' media images are mainly influenced by sports performance and sports projects,but Zou shiming's prominent media image all depends on his own personal wisdom and sports wisdom.Through the study,it put forward the following Suggestions: Firstly,the sports media's view should be more outstanding,and subjects should be multiple,paying more attention to innovation and scientificity nature of the typical characters.Secondly,the sports media reports should show more humanistic care to the athletes.Thirdly,athletes should take the initiative to participate in shaping their own media image,and strive to improve their own sports performance and social influence.