Research On Media Image Building And Communication Of Chinese Athletes On Weibo Platform

With the vigorous development of digital information technology and Internet technology,a large number of social media platforms with different application scenarios have emerged,reshaping the way of interpersonal communication and profoundly affecting People’s Daily life.Since the successful bid for the Beijing Winter Olympic Games,China’s ice and snow sports aim to "participate in all events" and "drive 300 million people on the ice and snow".After years of efforts,all the participating events have achieved a leapfrog development from weak to strong.The outstanding athletes represented by Wu Dajing stand out and leave a deep impression on the audience both inside and outside the competition.In order to have an in-depth understanding of the multi-subject construction of athletes’ media image on Weibo platform,this paper takes Wu Dajing as the research object,adopts literature method,case analysis method,content analysis method and logical analysis method,and starts from the perspective of media image self-molding and other modeling.From January 1,2014 to June 1,2022,relevant information released by Wu Dajing’s personal Weibo account and the Weibo accounts of "CCTV Sports" and "Sina Sports" were collected and sorted out.From three aspects of information volume,information theme and high-frequency words,the data analysis and image depiction of Wu Dajing’s self-molded media image and his media image were carried out.And through the likes,comments and forwarding of three indicators to evaluate the effect of his image communication,explore the similarities and differences and reasons between Wu Dajing’s self-molded media image and his media image,and try to put forward suggestions on the construction of his athlete media image.After research,the main conclusion of this paper is that Wu Dajing’s personal micro blog plays a pivotal role in the self-shaping of media image.Through the release of a large number of "competition experience","competition perception","commercial publicity","public welfare action" theme information,Wu Dajing self-molded good at reflection,brave achievement of the image of individual athletes,will pay attention to commercial publicity,actively involved in public welfare image in front of the audience;In terms of media image improvement,the "CCTV Sports" and "Sina Sports" microblog platforms have carried out extensive reports on Wu Dajing’s "competition results" and "live broadcast of competition conditions",focusing on building a positive image of Wu Dajing as a self-reliant man who wins glory for the country.The image of Wu Dajing created by "Sina Sports" is more rich and three-dimensional,showing the athlete image of Wu Dajing as a hero in his late age and in his prime in front of the audience,and portraying Wu Dajing as a versatile,cute and funny sports star.The media image building of athletes is a process of multi-force and dynamic construction.It is suggested that the athletes stick to their identity as athletes and carry forward the Chinese sports spirit with practical actions.The mainstream media should stand on the height of constructing China’s national image and take the opportunity of international competitions to do a good job in the international communication of Chinese athletes’ media image.The commercial media should excavate the communication value in multiple dimensions and construct the media image of Chinese athletes in three dimensions.