Analysis On Media Image Shaping Of CBA Player By "China Sports Daily"

In China,basketball has become the most popular sport of the masses.China Basketball Association is the highest level of basketball,CBA players make great contribution to promoting the development of professionalism in China's basketball and the spread of basketball culture.In the perspective of communication,this paper takes the report text of CBA player's media image in China Sports Daily from 2011 to 2016 as the object of research,using methods of documentation,text analysis,and mathematical statistics,and combined with the framework theory,from the macro level of the report-the subject,the intermediate level-the structure,micro level-the discourse for comprehensive analysis.This paper aims at understanding the authoritative sports media's report attitude towards CBA player,exploring their way of creating the media image of CBA player,trying to restore the whole process of shaping the media image of CBA player.To point out the shortcomings during that process,and to propose the targeted suggestions.Research result shows that a wide range of CBA players is reported by China Sports Daily;Report selection mainly on neutral,and the positive proportion is relatively high;Using variety of subject frameworks to make the media image of CBA player more plentiful,but the social image and community image are not deep enough;Applying diverse report structures for making the media image of CBA player more complete,three-dimensional and vivid;Adopting appellation and rhetoric to shape the media image of CBA player directly and vividly.