Research On The Media Image Of Athletes In The Context Of Non-sports Events

The enhancement of the interaction between the media and the audience,so that the sports news coverage of the athlete's image is affected by the popular culture.The image of athletes in the media is also reflected in today's social values.With the rapid development of the media,the distance between the media and the audience is shortened,which provides the possibility for the evaluation and feedback of the audience's media image to a certain extent.The display of the ego is no longer confined to the field,in recent years,the diversity of news reports about athletes is more obvious,and the media image of the players has a number of dimensions.In the past,the study focused on the image of the athletes on the field,this study focuses on the media image of athletes in the field of non competition.CCTV sports man of the year ceremony is a sports event in addition to the various events,is the last year of the Chinese sports world finale drama,with a certain degree of representativeness and representativeness of the study.From the beginning of 2009,sina sports is a special report on Sports influential man awards ceremony,and every year the text content is more abundant,more abundant as columns,in addition to text news from news and pictures video news is also stable at a certain number.This study attempts to spread news frame theory as the theoretical basis,the paper studies and information analysis method,research on the media image characteristics of athletes in network media,and the sina sports 2009-2015 CCTV Sports Awards ceremony featured influential man as an example,based on the three levels of the news frame theory by Zang Guoren cluster analysis method of encoding Related words classified quantitative analysis of athletes image frame construction.Based on the analysis of the results of 7 years,the low level framework of athletes image from 2009 to 2015 was obtained.Similarly,through the analysis of the special report comment section text and audience comment text,based on the analysis of word frequency,and screening of athletes image related words by SPSS cluster analysis,analysis of three tree clustering results compared to news reports and comments section and audience comments,combined with the construction of the framework of news reports of sports news the athletes reported analysis of athletes' image is presented and its influencing factors related to the present.The study conducted in this study,low high school three levels through the framework,subject,title,lead content,news,images,news,events and other dimensions,and word classification and clustering analysis methods to analyze multi player media image has dimension,the other 30 texts for seven years the news comment section of the three high middle low level framework,analysis of word frequency analysis and clustering of 101 audience comments.Through the analysis of the results as a supplement for athletes show the news text image,on the basis of 7 years of Sports Awards special reports influential man athletes image features were summarized and discussed,the athletes image based on race,famous athletes frame construction as the leading media image characteristics of female athletes athletes flower briefly as the broad-leaved Epiphyllum outside the field of focus attention and sports entertainment framework in non sports background.Through the image characteristics show that the image of athletes in the seven years showed little change.The news comment in the comment section is an extension of the news report,which includes the discussion of athletes and the discussion of other aspects of Chinese sports.The comments below the broader coverage of the forum,the image of the players more colloquial words.