The Research On Identity Of Government, Media, Public In "China’s Badminton Negative Competition In London 2012 Summer Olympics"

In recent years, public crisis in sport area happened frequently. As the background, political, economic, cultural and social environment, determines the necessity of this trend. In general, China is in a critical period of deepening reform. If any social contradictions, which were accumulated in a long time, are not solved timely, they can cause the public crisis. Specifically speaking, the promotion of political system reform with Chinese characteristics, the strong release of market economy, the innovation of news concept and communication technology, the rapid spread of democracy consciousness, as a social subsystem, sport are influenced deeply. The sport department, the news media, and the public as sport fans face identity problems in this dynamic process. They should adjust the inherent identity which doesn’t adapt to environment factors and construct a new identity which conforms to the social system’s benign operation through self-identification and objective rules.This paper selects the event "China’s Badminton Women’s Doubles Negative Competition in London 2012 Summer Olympics" as research object. This paper is mainly on qualitative research and auxiliary on quantitative analysis, to explore each subject’s identity problems. Specific methods include documentary analysis, case analysis, content analysis and data statistics. In the research area of sport public crisis, this paper adopts the perspective of journalism and communication, uses the concept of identity and mark off three subject "government, media and public", in order to research the superficial phenomenon and deeper cause of identity problems through microscopic analysis.Compared with the past, sport departments have obvious progress when they response to the crisis and become more fast and efficient. But the change from administrator to servicer is not completed because of the idea and technology reason. For sport media system includes the newspapers, television, network, it combines the propaganda guidance and the public opinion. Especially, the central mainstream medias have multiple branches in mainstream, highlights the media autonomy and professionalism of identity. But the lack of integral identity reflects the lack of common news value. Public participate in the discussion of sport topic through new media, which be able to influence the public opinion, and to a certain extent, they change the government’s behavior and the way of report. But even so, the construction of citizen identity just begins because of their little influence and emotional opinion.Identity is a dynamic concept. Based on the research of identity of government, media and public in the event "China’s Badminton Women’s Doubles Negative Competition in London 2012 Summer Olympics", this paper will research their relationships and trend. Sport department should be more active in public relations, by trying a new management system or new technology, to be an information server. Sport media system should find common news value though completed competition and balance social power as social utility. Public should cultivate rational attitude and civic awareness in order to maintain public rights. As the subject of sports public crisis, government, media and public should establish a normalized negotiation dialogue mechanism, recognize and supervise each other’s power and interests, reduce social costs in the process of adaptation of identity, and achieve a harmonious, stable operation of sport system.