Research On The Evolution Of Women's Sports Image Since The Founding Of New China

As an important social fact,sports is one of the cultural fields with the most gender characteristics and gender differentiation.The experience of women's participation in sports and their images are often regarded as the epitome of social development and civilization progress.Since the founding of the people's Republic of China 70 years ago,great changes have taken place in China's social outlook.As an important part of the great cause of socialism with Chinese characteristics,China's sports has made remarkable achievements,among which the development of new China's women's sports is an indispensable aspect.This paper selects the earliest magazine Xin Tiyu founded by the national sports authorities as the target media and the object of investigation.Through the analysis of the relevant reports about women's sports published in it,it summarizes the evolution process of women's sports image presented by the mainstream media in the past 70 years,and analyzes the reasons behind the evolution of women's sports image in China.The research reveals that with the continuous development of new China's sports,the image of Chinese women's sports presented in Xin Tiyu has gone through six stages.The first stage is mainly from 1950 to 1957;the second stage is from 1958 to 1977;the third stage is from 1978 to 1991;the fourth stage is from 1992 to 2008;the fifth stage is from 2009 to now.At the initial stage,the female sports image presented in the new sports is mostly political and professional and technical image,with certain stereotyped characteristics;after the reform and opening up,from the third stage,the female sports image presented in the Xin Tiyu generally carries the national spirit and the achievements of the national reform and opening up,but at the same time,there are some "life" characteristics;since 1992,with the With the deepening of domestic economic and sports reform,the female sports image presented in the new sports is becoming more and more diversified and three-dimensional.After the 2008 Olympic Games,women's sports image has formed a diversified image with business,technology and personality as its elements.The paper holds that the deep reason for the evolution of women's sports image in the past 70 years lies in the changes of social and cultural values such as Chinese sports concept and gender concept,which shows the complex interaction between sports and society,sports and gender,sports and media.