Research On The Construction Of Media Image Of Retired Olympic Champions In My Country In The Microblog Fiel

With the gradual mediaization of sports communication,the image of Olympic champions,as public figures,has become the symbol of China’s sports image and even national image.Exploring the issue of media image construction of retired Olympic champions from the perspective of news communication can understand the development status of retired Olympic champions and provide new development ideas for the transition period of athletes’ retirement.Based on frame theory and mimesis theory,this essay uses the content analysis method and case study method to study the media image construction of retired Olympic champions.The essay consists of four parts.The first chapter gives an overview of the basic profile and sample selection of retired Olympic champions,mainly from the aspects of sample selection,category construction and coding scheme.The second chapter,after analyzing the content of the retired Olympic champions in People’s Daily microblog accounts,it is found that the media images of retired Olympic champions under the construction of others are mainly presented as: the image of heroes who strive for glory for their country,the image of self-realized strivers,the image of sports communicators and the image of communicators of collective memory.The third chapter analyzes the self-construction of retired Olympic champions’ media images based on the content of their personal microblog accounts,and finds that retired Olympic champions construct their media images by setting their personal homepages,original contents and retweeting blog posts,and their images are mainly presented as: the image of those who present "backstage" life,the image of those who disseminate sports events,and the image of those who promote positive spirit.The image of retired Olympic champions is mainly presented as the image of "backstage" life,the image of sports event disseminator,the image of positive spirit promoter and the image of commercial activity marketer.The fourth chapter presents the existing problems in the construction and communication of the media images of retired Olympic champions,and puts forward feasible suggestions.