Research On High-Jumper Zhang Guowei Self-Presenting Media Image On Social Media

The social media（such as Weibo and Tik Tok）has broaden the methods of athletes presenting themselves.The athlete’s media image has now been developed into active self-presentation instead of passive building via newspaper,radio and television in the past,in order to establish a media image anticipated by the public.Self-presentation gradually becomes one of the important methods of building and managing athletes’images.This paper starts with the research on the current situation of athlete’s self-presentation on media image,adopts the methods of literature review and quantitative analysis,to discover that a successful self-presentation benefits the image IP building,drives the industrialization of media image,promotes sports activities,and spreads the sportsmanship.However,many issues also found in athletes’self-presenting on the social media,including ignorance of self-positioning,homogenized self-presenting methods,disequilibrium adoption of presentation platform and lacking interaction with audiences.This paper introduces the Dramaturgical theory,uses Zhang Guowei as an example to research the self-presentation of athlete’s media image.Zhang Guowei is a famous male high-jumper in China,also has a huge fan base and great influential effect on social media.The author sorted 2656 pieces of contents published by Zhang Guowei via Weibo and Tik Tok from29^th of April 2019 to 31^st of December 2020,applied comprehensively the knowledge of Communication,Media Image and other subjects,analysed the feature,strategy and effect of self-presentation of his media image.The research found that:Zhang Guowei has successfully presented images of an excellent athlete;a funny figure and an intimate friend on social media.Those images are accomplished through aspects involving multiple regions optimization,actively engaging with audiences,“back region”going public to meet the followers’curiosity,forming collegiality to create trending events and ideal image,pandering to the anticipation of followers.This self-presentation method increases the followers,enhances the media attention,benefits economically and a roar upward of attention to high jumping,laying a mass foundation in aspect of promotion of high jump in China.Through a comprehensive analysis of two aspects mentioned above,the research suggests that,in future,athletes can further improve self-presenting from the following aspects,highlighting the value of image,defining the image positioning,expanding the image presentation channel and improving media quality;on the other hand,value the development of athletes image and implement multi measures to attract athletes on social media could also be essential to improve the development of sports cause in China,to help athletes self-presenting,to tell a better story of athletes.