A Study On The Change Of Media Image Of Chinese Female Athletes In The Winter Olympics Report On Sina.com (2002-2018)

The Winter Olympics is an indispensable part of the Olympic Games.With the development of ice and snow sports and the successful bid for the2022 Beijing Winter Olympics,more and more people are paying attention to winter sports.With the rise of feminist movement,it has become the goal of feminist activists to fight for more social rights for women,including the right of women to participate in sports.The commercial combination of sports and media promotes the development of sports,and female athletes,as an important part of athletes,naturally attract the attention of the media.However,under the influence of traditional social culture,the media inevitably examine women with traditional social concepts when reporting female athletes,and construct the media image of female athletes.However,with the change of social concept and the change of media form,the media image of female athletes in the new era has also undergone new changes under the influence of political,economic,cultural and other factors.This paper takes the news reports of the 2002-2018 Winter Olympic Games on Sina as the research object,and tries to explore the media images of female athletes presented by Sina in the 2002-2018 Winter Olympic Games through the method of literature,content analysis and text analysis.What changes have taken place in the media image characteristics of female athletes in these reports in the past 20 years,and what factors affect the media image of female athletes? According to the research results,the media images of female athletes reported by Sina during the period from2002 to 2018 show a change from single athlete identity to social identity diversity,the supremacy of national and collective interests to both subject consciousness,and from traditional Oriental female images to individualized female images.The media image of female athletes is influenced by politics,economy and culture.On the one hand,these factors solidify the media image of female athletes;on the other hand,the changes of social politics,economy and culture further affect the changes of media image of female athletes.According to the research,although the media images of female athletes have changed,in fact the media images of female athletes have not gone beyond the boundary of mainstream ideology,but only meet the needs of the social context in the new era.