A Study On The Media Image Of Chinese Naturalized Athletes

Since Beijing’s successful bid to host the 24 th Winter Olympic Games in Zhangjiakou,our country has started to accelerate the reserve of ice and snow sports talents.Subsequently,more and more high-level foreign sports talents have been naturalized in China and appeared in the Beijing Winter Olympics.The media reports on naturalized athletes,as well as the shaping and presentation of media images,are important channels for the public to understand this group.As a new group for our country to win gold and silver in the Winter Olympic Games,the naturalized athletes special situation is complicated,their media image has unique characteristics,the report on them become the focus of the media in the Winter Olympic Games.This paper takes 202 reports on Chinese naturalized athletes from January 1,2022 to March 31,2022 by Thepaper.cn as research samples.Firstly,the grounded theory is applied to code the original samples sentence by sentence,extract the media images of Chinese naturalized athletes and construct a theoretical model.On this basis,the paper analyzes the characteristics of the media image of Chinese naturalized athletes,explores the causes of the media image of Chinese naturalized athletes,and reflects on the deficiency.It is found that Thepaper.cn has constructed three core categories of Chinese naturalized athletes,namely "professional ice and snow athlete","role model with diverse characteristics" and "interpreter of great nation style",including six main categories of images: "Strong high-level athletes","motivated elite athletes","ice and snow idols with distinct personalities","the latter wave of Chinese ’blood’","practitioners of the Olympic spirit" and "warm cultural disseminators".The traffic attribute of the Winter Olympics,the self-presentation of the group,the agenda setting of the media and the globalization trend of naturalization policy are the main factors that affect the media image of Chinese naturalized athletes.In addition,this study also found that there are three problems in the paper’s construction of the media image of naturalized athletes,which are: rigid reporting mode,obvious performance-oriented;Short reporting cycle and insufficient daily care;Highlight naturalized stars,the overall attention is not enough.In view of the above problems,this paper also puts forward some suggestions in order to provide reference for the media to better shape the media image of Chinese naturalized athletes and enhance the ability of public opinion guidance.