| Sports stars are "supermakers" of media topics,and have become an important part o f social spiritual culture.But the sports stars known to the public are often "replaced" by their media images.Its image is constructed by the media,and its influence is generate d in the communication.The cultural existence,communication mechanism,subject constr uction,influence generation and communication strategy of its image are the topics of discussion in this study.This article mainly uses literature data method,case study meth od,logic analysis method to carry out research.research shows:(1)Sports stars have become the focus of the media agenda due to their special cultural appreciation status,physical and intuitive characteristics,and their multi-faceted and three-dimensional image content.It becomes the public aesthetic model through the beauty of body and sports,and promotes the audience's self-improvement as the audience's "ideal self".The audience's reconstruction of the sports star's physical fantasy leads to the secularization of social aesthetic taste.Its own quality and premium create a cultural brand of sports stars,and its brand image can give cultural significance to the endorsement of goods and guide the cultural consumption of the public.(2)The image of a sports star is formed in the mass media and depends on the e xistence of the media.It penetrates into the life of the public through the "implosion" of information.The new media ecology has promoted a new pattern of information disse mination and provided a new type of dissemination method to achieve the "everyone ca n become self-media" situation,which has improved the efficiency and quality of the sp orts star's image dissemination and met the audience's aesthetic needs in the visual ag e.(3)Sports stars intuitively and conveniently reproduce the natural and technical body through image symbols,and use the index symbol to realize the indication and recognition ofmedia identity and brand identity.With the symbolic symbols,meaning definition and reverie are completed,but the three have strong penetration in the application of symbols Sexuality,the audience is in a state where it is difficult to join the encoding and decoding when decoding.Both old and new media have their own advantages in shaping the image of sports stars,and have formed differences in communication methods and styles.The media can guide the audience's cognitive trends as a "gatekeeper",and sports stars can achieve self-construction with media discourse and social behavior.(4)The influence of sports stars originates from the spread of competitions,of which competition performance is an important foundation,personal charm is a bonus item,and the influence of competitions determines the level of generation of "attention resources".Spread in the news to create a "myth" to attract the audience's continued attention,but excessive heroic and excessive peeping will lead to the destruction of this heroic myth.Extend to endorsement,use image endorsement to achieve cross-border exposure of media image,and promote the second leap in brand image.Expand to variety,and expand influence coverage through entertainment.Stable to the audience,improve their image based on the audience feedback to promote the continued spread of influence.(5)In the context of "mass entertainment",media people will build a true and healthy sports culture and realize the benign combination of new and old media as a new communication idea.Sports stars use audience needs as a basis for developing expansion strategies,but they must avoid "entertainment to death." Under the path of "media diversification",improve the media literacy and active communication capabilities of sports stars.Under the "sports life" ecology,the image information of sports stars will become more life-like,the image shaping will be more stylized,and the content of communication will be more professional. |
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