Sports As A Media:the Image Of Yao Ming In The Taiwanese Media

Sports and media are both products of the times,and sports recording methods and results presentation are endowed with certain characteristics of the times.Athletes form a specific media image under the shaping of sports and media,which affects the public's perception of sports,sportsmanship and social environment.Outstanding athletes are professionally recognized for their athletic talents.On this basis,they form appeal and influence in other areas of society,and are constantly given symbolic meanings at the political,economic,and cultural levels.China's sports are an important part of the national development strategy,reflecting the achievements of national construction.The shaping and spread of sports and athletes' media images is an important channel to show the country's "soft power" and to unite national identity.Yao Ming's achievements in the basketball field and its international influence have made him a spokesperson for the Chinese image,bearing the glorious memory of the Chinese nation.This paper takes the report texts of Yao Ming,the three major newspapers in Taiwan,"China Daily","China Times" and "Free Times" as the research object,uses quantitative statistics and discourse analysis methods to analyze Yao Ming's image presentation and construction methods in Taiwan media,and investigates the media.The internal connection between image and identity.The second chapter of the paper analyzes the content from the number of reports,the length of the report,the topic of the report,the source of the news,the tendency of the report,etc.,and summarizes the issue setting of the media under the report theme by the news discourse method,and then obtains the overall status of the three major media reports.Chapter three conducts discourse analysis on typical texts,and compares the construction of news events by different media from the perspectives of text structure and micro-semantics.The fourth chapter is based on the analysis of the first two chapters to get Yao Ming's overall image and characteristics.Chapter 5 combines the relationship between the historical environment and identity in Taiwan,and discusses the practical significance of sports and identity construction from the Chinese context.Chapter 6 is the research conclusion and discussion.The study found that media in Taiwan reported that Yao Ming was mainly neutral and positive,building a positive image of Yao Ming.There are differences between the three major newspapers in image construction and discourse usage.The United Daily News and China Times are relatively similar in reporting volume and reporting ideas.Unlike the heroic narrative in the mainland media,the Taiwanese media pay attention to Yao Ming's achievements and emphasize his identity as an athlete.In cross-strait issues,it has shaped the conservative image of mainland officials restricting individual freedom and daring to sports,distinguishing between the self and the other.