Research On Self-presentation Of Sports Stars On Douyin Platform

With the development of social media,sports stars have become more proactive in their self presentation and richer in their presentation content.As a result,their influence,appeal,and guidance on the audience have continuously increased.The users of the Douyin platform continue to grow,with a high degree of activity.The user groups are all over the ages.They present themselves to sports stars,gain more people’s broken circle attention,improve business value,and provide a stage for "performance" of a more three-dimensional personal image.This paper selects 200 Douyin’s short videos released by sports stars as research samples,and uses content analysis,text analysis and other research methods to study how sports stars present themselves on the short video platform.Firstly,through quantitative analysis of the short videos in the sample,it was found that when sports stars presented themselves on the short video platform,they would highlight their identity characteristics,highlight national symbols,clarify commercial needs,display their idealized selves,and convey a strong and enterprising spirit.Their presentation had the basic characteristics of using idealized performance strategies,strengthening,weakening,and maintaining content verticality,and collaborating with tacit understanding drama classes.Secondly,text analysis was used to explore the internal and external motivations for sports stars to present themselves.Among them,the main reasons for discovering intrinsic motivation are to construct a personal image and seek value identification;promote value transformation and improve business value;disseminate sports spirit and promote the development of the industry;bearing social responsibility and playing an exemplary role in four aspects.The external motivation is driven by the flow dividend to adapt to the development trend;sign up with a brokerage company to transfer the initiative.Based on the above research findings,the self-presentation of sports stars has brought positive communication effects,such as improving stereotypes and reversing the narrative image of others;disseminate cultural spirit and encourage the healthy growth of young people;realize the value of success and promote the advancement of commercial operation.However,it also exposes many problems,such as uneven video quality and single template presentation;the update frequency is variable,presenting a perfunctory attitude and difficult to absorb powder;excessive commercial operation leads to role disputes and alienation.Therefore,this study proposes optimization paths for the self-presentation of sports stars from both video and personal perspectives.For video content,sports stars should improve video quality and find suitable development directions;stabilize output content,build trust,and increase stickiness.As for individual sports stars,they should strengthen their media literacy,build a good media image,and present themselves in a more professional manner.