From Example To Idol

In time of peace, sports stars become our gladiators. On the international stage, they inspire the next generation with their skill and passion. Some stars transend sport; becoming thought leaders in life. In China it’s common for teenagers to have an idol.90% of these are in the sports and enertainment field.The media plays a key role in building up these idols. Taking a discource analysis approach; this paper examines the reports in the Xin Min Evening News of major world wide events from the last ten years, focusing in particular on how the media has helped to transform sports stars from role models to idols.In the past ten years Chinese society has seen incredible change and progress. Consumerism is taking hold; the social structure is changing with individual values becoming stronger. The transition from role model to idol reflects and strengthens the diversification of values in the dynamic interaction between the media and social changes; sports star are no longer political pawns, they have become ours.