Study On The Construction Of Ninghai City Sports Image From The Perspective Of Media Communication

Since the reform and opening up,China has witnessed an accelerated urbanization process.Competition between cities is not only a contest of economic strength,but of cultural soft power,featuring with the image of a city.The city image shows the deep connotation of the city both historically and culturally,as well as the spiritual outlook of its residents.As the first one in China to build the mountain climbing fitness trail,Ninghai County,belonging to Ningbo City,Zhejiang Province,relies on its endowed natural and human resources to vigorously develop outdoor sports in the aim of building a well-known "sports and leisure city".As a witness of social changes,the news media is an important channel for the society to pay attention to and recognize the sports image of Ninghai.At the same time,the media provides objective reflection as well as subjective construction when reports and presents the sports image of Ninghai,and the audiences generate their own understanding and feeling of the sports image of the city through the media’s construction.The research,based on the framework theory,studies the sports news reports in Ninghai Today from the perspective of communication in the methods of literature,text analysis,mathematical statistics,and expert interview methods.To conduct the research,three core questions are discussed as follows.Firstly,what are the text features of the sports news reports in Ninghai Today? Secondly,under the guidance of the framework theory,what strategies did Ninghai Today adopt in its reports to construct the sports image of Ninghai and present it in a timely manner? Finally,from the perspective of media dissemination,what strategies should Ninghai Today take to disseminate the city’s sports image on the basis of constructing the image?The study found that the sports news reports in Ninghai Today have the following characteristics.Firstly,in terms of the number of the reports,the trend is showed as increasing first and then decreasing,with its peak in 2016.Secondly,in terms of the subject of the reports,mass sports and the sports industry are the focus,and other areas are occasionally involved.Thirdly,in terms of the sources of the reports,the media sources represented by journalists and the official sources represented by the government are the main ones,which reflects the professional and authoritative attitude of the newspaper.Fourthly,in terms of the attitude towards sports news,praise-oriented reports account for a considerable proportion,showing the role of the media in building a positive sports image of a city.Fifthly,in terms of the use of pictures,graphic reports are the majority,but not so many pictures are used while mainly used in the event reports,which partly reflects the objective and reliable characteristics of Ninghai Today as the official media.Sixthly,in terms of the use of keywords,a large number of sportsrelated words such as "sports and leisure","industry","tourism","events","culture",and "outdoor sports" are used to highlight the sports image of Ninghai.The presentation of the sports image of a city is closely related to its development.First of all,it can be drawn,by analyzing the keywords of "sports" and "leisure",that the sports image presented in Ninghai Today is to be a city with precise position of sports and leisure.Then,by analyzing the keyword of "outdoor sports",the sports image is to be an outdoor sports paradise with a variety of activities.Next,by analyzing the keyword of "travel",the sports image is to be a leisure tourism image with rich resources.Finally,by analyzing the keyword of "culture",the sports image is to be a fitness park with people all in.In the end of the research,in view of the shortcomings in constructing sports image of Ninghai,constructive strategies are proposed for its dissemination from the perspective of media dissemination.Firstly,to fully explore cultural connotations,and show the origin of the city’s sports image;secondly,to broaden the dissemination channels,and take full use of various media forms;thirdly,to position the city’s image accurately,and achieve the accurate dissemination of the image;fourthly,to create core sports symbols,and realize the dissemination of sports with characteristics.