The Study Of Wang Qiang’s New Media Image

With the arrival of the pan-entertainment wave,the charm of sports stars has surpassed the competitive arena,and the former unattainable champions are just like entertainers,who frequently appear on social media and variety shows,are followed by more and more fans.As the leading figure of Chinese women’s tennis in the post-Li Na era,Wang Qiang’s excellent performance and beautiful appearance are making her a new "business card" for Chinese tennis in the future.This paper takes Wang Qiang’s new media image as the research object,and uses the methods of literature review,content analysis and text analysis.This paper selects the Sina Tennis Channel,one of the four major portals,which reporting on Wang Qiang and her personal micro-blog from February 2012 to September 2019 as research samples,summarize Wang Qiang’s holistic new media image.Analysis the interaction mechanism of Sina Tennis Channel and Wang Qiang’s personal micro-blog in the process of Wang Qiang’s media image shaping.At the same time,analysis the change of sports stars’ media image shaping strategy in the new media and the reasons for the above-mentioned changes through the shaping process of Wang Qiang’s media image.The study found that:(1)Wang Qiang’s new media image is a composite image which is presented as a combination of heroic leader and daily civilian.Her professional image is mainly shaped by Sina Tennis Channel and overall present as a "successor" "leader";her non-professional image is mainly shaped by herself and overall present as a "girly girl " which is ordinary kind and life-loving.(2)Personalized text mining is one of the most important part in the sports star image-shaping.The development and change of sports concept,media environment,athletes and sports fan makes the media image of sports star no longer present as the "gold machine" of the same,sports star and media are actively "cooperating" in the process of media image-shaping: jointly develop each athlete’s personalized text and implement "double-line" marketing of the established image(3)Mastering and utilizing the interaction mechanism between sports stars,media,audience is the inevitable requirement of a successfully image shaping.The cultural ecology of pan-entertainment and market-oriented demand led to the gradual elimination of the authoritative position of the media,sports stars actively participate in the media image-shaping,audiences try to participate in the production of sports star media images in the form of group collaboration.Master the interaction mechanism between sports media,sports stars and audiences is not only the inevitable way to shape high-quality sports idols,but also the only way to improve sports reports and maximize the positive value of sports stars.