Research On The Media Image Of Chinese Female Athletes In Tencent Original Video Program During The Rio Olymoic Games

Female athletes have the very great influence in the area of sports activities.They especially have the outstanding achievements and hold the "half sky" in the process of Chinese sports development.However,influenced by the traditional gender concept in society,there is a big gap between the media's shaping of the image of female athletes and their actual achievements.With the advent of new media on the internet,information dissemination has entered the time of pan-entertainment.The media is more interested in discussing the physique and personal life of female athletes and placing them under the patriarchal discourse as objects of consumption.Therefore,this article selects the domestic important portal Tencent as the research object,takes 5 original video programs during the Rio Olympic Games as the research sample.From the perspective of feminism,we use the research methods of content analysis and discourse analysis,and proceed with the analysis of semiotic theory to show the contents of the media images of Chinese female athletes from the two dimensions And strategies to analyze the gender orientation and value orientation of Chinese women athletes under the network new media programs represented by Tencent.According to the research,the program shapes the image of female athletes in clearly distinguishing way.From the use of language lexical symbols,it can be seen that the overall topic of the program starts around the Olympic Games,the female athletes become the heroines who win glory for the country and fight for the honor of the country in reports related to the stadium,and the passionate pursuit of their dreams,The perseverance of perseverance,the determination to participate in the Olympic Games and enjoy the Olympic Games has also become a symbol of the national spirit in a new time.Outside the arena,the program conveys a high degree of anticipation for their feminine characteristics.The "gazing" of their female athletes can be clearly seen through linguistic signs.Non-verbal symbols have also enriched the gender characteristics of female athletes in a variety of ways.This is to enrich the image of female athletes,reflecting the full personality of the character,but also inevitably stereotyped sex stereotypes.Discourse studies on program content have found that gender bias perspectives permeate many aspects of program narratives.Women's body in the program is still the focus of media attention,and give them the traditional "soft" women's gender expectations,women's athletes family life has also been more attention.Place women under the aesthetic standards of the male audience as objects to be "watched." On the one hand,women's bodies are used as consumer goods in an entertaining media environment;on the other hand,they emphasize the "friability" of female athletes and expose them to the framework of vulnerable media to reflect the physical discrimination against women's sports."Family" and "marriage" are still the main values of the program to convey the classification of social roles of female athletes,showing a clear gender stereotype.