Research On The Shaping Of Sports Network Red Image

With the rapid development of Internet and We-media expansion,Internet Sports Celebrities are produced.This is a sign of generalization of social entertainment,which reflects unique aesthetic taste of the public.A positive image of such a celebrity will have beneficial impacts on public opinions and atmosphere on website,which would be of great importance to the cyberculture construction.This essay illustrates the general ideas towards Internet Sports Celebrities,trough its development,impacts,current problems and future applications.This results are based on literature analysis,case study and logical review:The Internet Sports Celebrities phenomenon started at the end of the last century,which experienced three stages: the 1.0 era dominated by text,the 2.0 era dominated by stimulating pictures,and the 3.0 era dominated by all media.The appearance of Internet Sports Celebrities image not only shows the positive significance of humanistic feelings and promoting the reform and upgrading of sports industry,but also has the problems of excessive entertainment leading athletes to lose themselves,guiding teenagers to have cognitive deviation,misleading the substantial publicity effect of sports,and guiding the alienation of core values of sports from the perspective of ugliness.To build a good Internet Sports Celebrities image,we should pursue the comprehensive quality,professional skills,brand image,public welfare and personalized goals.In the communication process of Internet Sports Celebrities image,the correct and effective strategies include: adopting three-dimensional interactive all-media promotion,positive publicity and guidance,establishing efficient sports brokerage team,and flexibly dealing with crisis events.