Research On The Media Image Construction Of Female Athletes In The Context Of New Media:Characteristics,Problems And Promotion Strategies

For a long time,men continued to dominate sports,and women were excluded from sports in terms of institutions,rules and folk traditions.However,with the gradual liberation of the mind and the deepening of research in various fields,the female groups have been struggling and their consciousness has been awakening.Female athletes have begun to make a figure in sports and have been greatly enriched both spiritually and materially.The continuous development of female sports has also added luster and injected new vitality to the sports circle.In the era of traditional media,the way to transmit information is sound,image,text,etc.,which has great limitations in time and space.The arrival of the Internet era has greatly changed the way of information dissemination and accelerated the integration of traditional media and new media.The new media wave not only involves political,economic and other fields,but also shines brilliantly in the field of sports.The orientation of mass media determines that the news report of network media has a profound influence on shaping the media image of female athletes,plays a key role in shaping the media image of female athletes and improving the relationship between the sexes,and is also crucial to the growth of female athletes.However,there are many problems in the process of shaping female athletes' media image in the network media,and there is a certain gap between them and their own image.Network media has timeliness,and the influence of news coverage is far broader than that of traditional media.Both positive and negative reports will affect the audience's cognition.Network media,audience and female athletes influence each other.Network media shape the media image of female athletes,and audiences accept their communication content.In this paper,using the method of literature,case analysis,content analysis,using the theory of journalism and communication of mimicry environment and cultivation theory,the feminist theory in sociology and psychology of social gender theory,on one of China's four major portal tencent on January 1,2009 to June 30,2018,news reports of objective,system,quantitative analysis,incombing inductive tencent to female athletes reported content,on the basis of the discussion network media in the medium of female athletes in the process of image,and analyze the causes of the above phenomenon,to put forward the promotion strategy,The Internet media should pay more attention to female athletes and make their media images more fair and objective.The media images of the two sexes should be more balanced in the Internet media,so as to further promote the harmonious development of the society and jointly create greater value for the cause of sports.