Research On The Image Building Of Athletes In Rio Olympic Game

In competitive sports,athletes as an important part of sports competition has important research value.At the beginning of the reform and opening up,competitive athletes presented themselves as examples to the public through the media.With the advent of the mass media era,the elite sports culture gradually develops in the direction of common people.The advent of the new media era is an opportunity and a challenge for athletes.Athletes occupy the dominant position in sports events.With the concern of competitive sports Degree continuously improved,the audience through the sports news about sports events,the image of athletes directly from this.As the media and the audience become more and more close to the sports news to further attract the attention of the audience must adapt to the taste of the audience to make some adjustments.The audience began to seek a broader,multi-faceted and deeper understanding of athletes.Therefore,the image of athletes will not be single positive and tall.In the context of mass culture,the media have more opportunities to diversify the image of athletes.This article with a medium of all Rio Olympics several typical image as the investigation target,with sina sports official weibo reports of several athletes targeted as the research object,based on the agenda-setting theory basis,using the literature material method,case study method and content analysis method,the microblogging platform in athletes reported and the differentiation of different types of image shaping mode has carried on the all-round investigation and analysis.Based on the above sina sports official weibo for a few class athletes media image analysis,can get the following enlightenment: first,the athlete image creation way showed a trend of diversification and individuation of reports;Secondly,media image shaping can cause multi-dimensional effect;Thirdly,the athletes' image is further living and civilian.Finally,the change of sports media image also represents a more relaxed public opinion environment.