Research On The Media Image Of Self-presenting Of Chinese Sports Agents

Sports agents refer to natural persons,legal persons and other economic organizations that engage in brokerage,brokerage,agency and other brokerage businesses in the sports market,provide intermediary services for athletes and sports organizations,and obtain legal income from them.In recent years,the sports industry has been continuously valued by the state and the public,which has also led to the prosperity of sports markets such as fitness entertainment,competition performances,training,and professional athlete brokerage.The middle force occupies an increasingly important position in the sports market,and the sports agent,as the executor of sports brokerage activities,has a very important lubricant role for the healthy and sustainable development of the sports market.The development of sports agents in my country can be traced back to the 1980 s.In the past 30 years,there have been many representative sports agents,such as Yao Ming’s agent Mr.Lu Hao and Wang Zhizhi’s agent Xia Song.,as well as the "Xiangzhi Team" that appeared in the image of a team.After four waves of sports industrialization,sports agents walked behind the scenes and walked to the front of the stage,receiving more and more attention from the society.As a result,the media image of the sports agent has begun to exert influence in the sports market,and the self-presentation of the media image of the sports agent has also allowed him to play the role of "opinion leader" in communication to a certain extent.The presentation not only establishes social credibility for sports agents in related fields,but also brings huge commercial effects.Therefore,under the background of the great development of the sports industry today,the research and application value of the self-presentation of the media image of sports agents has more and more practical significance.This paper mainly adopts the method of literature,case analysis,text analysis and interview to study the self-presentation phenomenon of the media image of sports agents in our country.Taking Sui Ran,a famous sports agent in China as an example,this article discusses the strategies that sports agents should adopt to present their successful media image,including diversified presentation on all media platforms,interweaving of front and backstage,troupe-style performance and impression management.Ran has created a humorous image close to the audience,a professional sports agent image,a "light chaser" in the cracks,and an athlete’s behind-the-scenes hero image.From this,we can find that a successful media image self-presentation can help improve sports agents.At the same time,this paper analyzes the reasons for the self-presentation of Sui Ran’s media image,including the gathering of affinity groups,eliminating the phenomenon of "stigmatization","the first Three-dimensional" self-actualization needs,and listed its shortcomings in self-presentation: immature expression ability,discourse bullying and selective information presentation,in addition,media tendentious reports,collective behavior of fans,institutional policy environment,the technical environment will become the factors that affect the self-presentation of the sports agent’s media image.Finally,this paper proposes an improvement path for the self-presentation of the sports agent’s media image in China: to improve the overall quality of sports agents,correctly handle the relationship with the audience in the process of self-presentation,and based on their own professionalism,the diversified self-presentation of the omni-media platform improves the communication effect.