Research On The Construction Of The Media Image Of Nanjing World Sports City From The Perspective Of Framework Theory

Since the 21 st century,urban construction in China has made rapid progress.Guided by the "sports+" model,sports elements,sports culture,sports brands,etc.have been integrated into the framework system of urban construction and development,adding vitality and competitiveness to the development of Chinese cities.In 2012,Nanjing proposed the strategic concept of building an "Asian sports center city" and a "world sports city".In its 14 th Five Year Plan outline released on November 23,2021,"World Sports City" was proposed as one of the four city cards of Nanjing.This study explores the media image of Nanjing,a world-renowned sports city,from the perspective of framework theory.The research focuses on the Jiangsu provincial newspaper,the Yangtze Evening News,which ranks first in daily circulation in the Jiangsu newspaper industry,and the Zijinshan News,a strategic product for media transformation and integration created by the Nanjing Municipal Party Committee and Government,which is based in Nanjing and belongs to the Nanjing Newspaper Media Group,Analyze their news reports on sports related topics in Nanjing within one year after the release of the "14th Five Year Plan" in Nanjing(i.e.from January 1 to December 31,2022),study the news reporting framework they adopted in constructing the media image of Nanjing as a world sports city,and describe the characteristics of the media image of Nanjing as a world sports city constructed by them.Secondly,this study conducted one-on-one in-depth interviews with 16 local citizens of Nanjing to explore their understanding of the media image of the world sports city of Nanjing.Research has found that under different reporting frameworks,the media has constructed a media image of Nanjing World Sports City with three common characteristics: rich sports material assets,experienced in government competitions and strong urban sports atmosphere.However,after comparing it with the audience’s cognition,it was found that the audience’s understanding of the media image of Nanjing World Sports City is insufficient to generate strong emotional identification.Through further analysis,it was found that there are urgent issues that need to be addressed in the process of building the media image of Nanjing as a world sports city,such as a lack of focus on the core of reporting,a lack of standardized sports reporting,a single reporting format,content that cannot meet audience needs,and insufficient media dissemination power.Therefore,in order to build the media image of Nanjing as a world-renowned sports city,it is necessary to first clarify that Nanjing’s unique sports culture must be the core,focus on Nanjing’s characteristics,actively seize the "media event" of large-scale sports events,and use it as an important opportunity for shaping and disseminating the image of a sports city.At the same time,in the reporting process,it is necessary to avoid "bureaucratic articles",pay attention to "storytelling" style reporting,and pay attention to the needs of the audience,Narrowing the distance between sports and their lives,enhancing their sense of identification with the media image of Nanjing World Sports City,and fully utilizing the communication synergy formed by the media,continuously exploring new media communication channels,maximizing the communication effect,and ultimately achieving the effective construction of the media image of Nanjing World Sports City.