Media Image Of Athletes In The New Media Environment

The arrival of the new media era subverts the traditional ideas of various fields.The lifestyle of people and the habits of receiving information have been influenced and changed in a subtle way.Public characters can be realize their own new image by rich of new media channels.The cultural characteristics are embodied by athletes who represent the national image and shoulder the honor.Nowadays,the media image of athletes has become the key factor determining their business value.Nowadays,the media image of the athletes is also the key factor to determine its commercial value.It is an important topic for athletes to shape and maintain their own image and maximize their value.The coming of the new media era has caused a plenty of challenges and shocks.It has brought great changes to the shape and presentation of the image of the athletes.This paper use three methods--document literature,case study and content analysis.This paper also explores the shaping of athletes' image in the new media environment by means of integrating disciplines among jurnalism,communication and semiotics.Through the analysis of the news of Liu Xiang reported in the People's Daily Online and Tencent Sports.By statistics the reported contents of different media event in different periods to analyze the characteristics of the media image of athletes in different media events and in different period.The first part is overview of the study,mainly combing and discussing the new media and its environment,even the media image of athletes and the characteristics of its image in the new media environment.The second part takes the athlete Liu Xiang as an instance,it analyzes the use of We-Media of Liu xiang in the People's Daily Online and Tencent Sports by dividing the presentation of media image into four periods: the 2004 Athens Olympic Games,the 2008 Beijing Olympic Games,the 2012 Olympic Games in London and retired in2015.It also analyzes Liu Xiang's media image from the quantity,theme and content of report and from the commercial value in the current media events.It argues the function and influence of the new media on the image shaping of sports athletes.The third part is to analyze and summarize the positive and negative characteristics of the images of the athletes in the new media environment through case studies and finally to find strategies to deal with them.The fourth part is the conclusion,this study suggests that the new media environment is a double-edged sword for the athletes image.We should have a correctattitude to face the influence of the new media environment.In order to well spread athletes' image,it should constantly improve their own quality when facing some problems in the image dissemination.This paper aims to discuss the characteristics of the media image of Chinese athletes and how to bulid the athlete's media image in the new media environment.It should take more reasonable suggestions on the image shaping of sports athletes in the new media environment.shaping the image of the more reasonable suggestions to promote the transmission and development of sports culture and sports business.