Research On The Media Image Changes Of Chinese Athletes

It has been more than 30 years since China returned to the Olympic stage in 1984.The athletes' reports and the resulting media image of athletes are important mass media products.On the one hand,the shaping of the media image of athletes is influenced by the politics,economy and culture in the specific historical stage of their country.On the other hand,the ideology,values and cultural orientation reflected by the athletes' media image will affect the public consciousness and cognition,and then affect the society.Because of its extensive social impact,our research is particularly important.The China youth daily is Chinese communist youth league central organ,founded on April 27,1951,is the young people of all nationalities of China and Chinese communist youth league members and cadres as the main target of readers of a national comprehensive daily,one of the newspaper has great influence in contemporary China.In China's main newspaper credibility survey,the newspaper has been in the top 3 for 10 consecutive years.In this process,the China youth daily full records sports athletes the media image of China in nearly 30 years change,coupled with its huge influence,selected to be the main text,this paper studies the is appropriate and representative.In this paper,by using content analysis method,literature method and sampling survey method,with the China youth daily in 1984 ~ 2016,the ninth sports coverage of the Olympic Games as the research sample,the Chinese athletes to study the media image of the change,and change to the medium of the athletes image mapping of social change are summarized simply.In the study,will be the athletes' media image is divided into two categories: natural attribute and medium construction code mesh architecture,using random sampling method to overall sampling samples,the final analysis,the athletes' media image change can be divided into three stages: from 1984 to 1992,a single athlete media image,from the transitional period from 1996 to 2004 athletes media image,athletes from 2008 to 2016,multiple media image.This study is helpful to reveal the changes of media image of athletes in the past 30 years,and provide a systematic lead study for further analysis in the future.And analyze the different historical stages of Chinese athlete media image,it is in order to further explore the sports,media,and social concept of dynamic mutual structure is how to reflect in different periods.At the same time,it can be concluded that China youth daily may have a one-sidedness in the construction of media image,which will provide reference for media future reports.