The Research Of Chinese Athletes's Media Reporting Orientation Under Market Discourse

With the promulgation of the ‘National Fitness Program(2016-2020)' of the State Council,the national fitness program and the people's concern for sports are becoming a part of the people's lives.The mass base of China's sports construction is further enhanced.Mass media is the most important channel for people to obtain sports information.In the field of media,the image shaping of sports directly affects the audience's perception and judgment of the sports as a whole.Nowadays,not only the research field has questioned and discussed the whole nation system of sports in China,but also the media has conveyed a series of commentary information to our audiences,such as sports system and current situation.From the rise of new media to developing into the mainstream information acquisition platform this time,shape change of athletes image in the traditional media are worthy of further study,and media's reporting orientation is changing too.This research takes the Beijing Olympic Games in 2008 as the starting point of time,with the official mainstream traditional media reports of People's Daily as the research subject.Using the method of content analysis and discourse analysis,the paper uses the images of 600 athletes in the sports pages of the existing People's Daily from 2008 to 2017 as research objects,trying to analyze the most authoritative party newspaper in China in the context of market discourse.The changing process of the news text of the athlete's image is presented,and the reasons for its evolution are discussed,which provides references for other media in the representation of the media and the construction of the framework for athletes' reports.Last,to sum up the reporting orientation of media.The results of the study are as follows:(1)The athlete's image report position of the people's daily is divided into positive position,neutral and negative position.Through data statistics,it is concluded that the positive position of the sample occupies the main part.(2)In the total amount of the sports page coverage of the people's daily,the proportion of the athletes' image reports is stable in ten years and the trend of this is increasing in recent years.(3)In the sample of the people's daily sportsman's image,the proportion of the reports on the total amount of the overall athletes' image reports is also on the rise.(4)The influence of market economy on people's daily reports tends to be more significant through the form of presentation and the layout of reports.(5)The diversification of reporting forms and the rich content of reports make the media image reporting of athletes diversified from different angles.The conclusions are as follows:(1)The market discourse makes the distance between official media and the audience smaller.The agency media,dominated by government discourse,is gradually receiving "ground gas" from a serious and formal style of reporting,respecting the audience's market and transmitting the content of the audience's needs,which helps the media and the audience to communicate and communicate effectively.The close distance between media and audience has greatly enhanced the audience's sense of identity to the media image of athletes.(2)The "only achievement theory" has been reduced but still dominated in the trend of reporting.Judging the value of the athletes from the early stage to the multi angle of the athletes' attention,although the "only achievement theory" is still the first in the content of the report,its desalination trend has in fact also given more space to the media,making the image of the athletes more stereoscopic from flat.(3)The female athletes have more right to speak in sports.The opportunity for female athletes to gain more exposure on the one hand is their own excellent athletic performance,on the other hand,the market environment has increased the demand for female athletes and the awareness of gender equality.In the vicissitude of media image of athletes,women athletes get more discourse power and higher status,which is one of the main characteristics of change.(4)The people's daily is still the representative of the mainstream consciousness,which,to a great extent,provides a stable and active presentation environment for the media image of the athletes,making it a product of the effective fusion of government discourse and market discourse,and further strengthening the official and formal nature of the media image of the athletes.