Research On Media Image Of Chinese Female Athletes Since The Reform And Opening-up

Since the reform and opening up,Chinese society has been developing and progressing,and women's status has been improving,playing an increasingly important role in all fields.In competitive sports,female athletes have made outstanding contributions to China's sports cause,shaped a good media image,and made outstanding contributions to promoting sportsmanship,guiding social values,and spreading positive energy of The Times.This article selected from 1978 to 2018,the People's Daily,the China dello sport,xinhua news agency,CCTV sports channel and other authoritative media reports of Chinese female athletes as the research object,USES the literature material method,case analysis method,history method,such as research methods,the stages of media coverage in the media image on Chinese athletes,and with China's social,political,economic and culture as the background,the change of media image for Chinese women athletes are analyzed,the results that:1.Media images of female athletes in China during the 40 years of reform and opening up have always been closely linked to the strong voice of social development,carrying different historical missions in three stages;A unique mirror image of the character.(1)image building serves for political propaganda: from 1978 to 1991,female athletes' media images mainly highlight the value connotation of collectivism and the spiritual essence of "national heroes".(2)balanced development period of sports propaganda and political propaganda: from 1992 to 2007,the media images of female athletes mainly presented the value connotation of patriotism and the spiritual essence of "heroines".(3)people-oriented period of sports publicity: from 2008 to now,the media images of female athletes mainly reflect the value connotation of humanism and the spiritual essence of "inspirational model".2.The media image of Chinese female athletes is shaped by macro political,economic,social and cultural factors;Micro level media,communication channels,audiences and other factors of different degrees of influence.3.The important significance of media image building of female athletes lies in :(1)displaying the image of a big country and representing the image of Chinese people to present the level of social civilization and demonstrate the self-confidence of national culture;(2)interpreted the core socialist values by rallying the national spirit and expressing patriotism;(3)by presenting the value of "Olympic strategy",it guides a healthy and upward life and constructs the "dream of strong country" of sports;(4)to play a positive role in promoting the harmonious development of the society through the spiritual guidance of the society.4.The media image changes of Chinese female athletes reflect the political,economic,social,cultural,sports and cultural ideologies in different periods of China,as well as people's values of competitive sports culture.In different stages of reform and opening up,the media's shaping and spreading of female athletes' images has always been an important way for mass media to give play to the political class ideology and social mainstream values to "latent" the public,presenting the mirror image of the development and change of Chinese social history.