The Image Construction And Communication Of Sports Stars In Social Media

With the vigorous development of China’s sports industry and self media platforms,many athletes,especially Olympic champions,have frequently emerged from the audience with the help of these two trends,and their identities are gradually approaching sports stars.Studying how sports stars construct the dual identity of athletes and stars,as well as their communication effects and cultural significance,is not only related to the path of transformation of sports athletes,but also related to the construction of popular culture,the cohesion of social consensus,and the guidance of contemporary Chinese value orientation and other important and multiple values.From this point of view,this paper uses the content analysis method to analyze the video content released on the platform by taking the top ten sports stars in the number of fans on the Tik Tok platform as the research object,with a view to what kind of new media image sports stars create,the motivation of sports stars to create new media image,the strategy of sports stars to create new media image The impact of sports stars shaping new media images provides a relatively powerful response to four important issues.The research found that after the sports stars entered the new We Media platform of Tik Tok,they all performed their new images more directly and in many ways,presenting the superposition of their personal styles based on the sports specialty,and the positioning of the platform gradually shifted from the work logic to the consumption logic;In terms of the construction strategy of the new image,sports stars have their respective emphasis on the five stages of drainage,production,release,interaction,and publicity,but they all have received good feedback from the audience;From the perspective of communication effects,the audience has a relatively stable and significant preference for the personal characteristics,dynamic update frequency,video content,and video style of sports athletes.This study also found that the motivation for shaping new images of sports stars is mainly divided into political,economic,and other factors,as well as the desire for self-expression.In the shaping process,athletes can not only rely on favorable factors such as reputation misappropriation,but also face resistance such as insufficient professional ability and policy constraints.Finally,sports stars have been reshaped in time and space,and the symbolic "hero" has gradually evolved into a familiar other,while behind it is actually a commercialized collection.Their political and entertainment commercial attributes are interacting with each other,and their cultural connotations are constantly expanding.