Research On Chinese Female Athletes’ Media Image-building

Sport is not only competitive game or physical train, it is also a way of social communication. With the development of society, the female participation in sport has a great improving. Different to the previous society, the female gradually play an important role in the sport field. This reflected a great leap of sport culture. Sport is already being a part of the female’s daily life, including the spiritual and the physical part. It promotes their social status. In the meantime, the good performance of female athletes help our country’s sports open up a new development space.The dissemination of the social ideology and value has an important function on the mass media. And the dissemination of mass media on the sex ratio and the social status play an important role on the awareness structure of social gender. In the sport field, mass media is using its guiding role to build the female athletes’ image. Nowadays, female athletes are being an essential part of the sport field. There are also some problems, especially the difference of the media image between male and female athletes. The traditional concept “male” and “female”, bring negative impacts on the female athletes in the sport field. Actually, this is a phenomenon of inequality. And it hindered the improvement of female athletes’ media image. Female athletes and mass media should build scientific concept of social gender. This not only could help the female athletes improve their media image, but also help build a harmonious sport environment.Organizing the news reports about the female athletes, then helping the female athletes building good media awareness, and promoting the female athletes’ development in the society are main research purposes. By using the social gander theory as the theory support, this thesis also use different research methods, as literature review method, case analysis method, comparative analysis method and so on. Basing on the understanding of media image and the related concepts, this thesis explore the significance and necessity of promoting the female athletes’ media image,and state the problems and solution about the media image construction. The research shows that some mass media didn’t pay attention to the female athletes’ media image; the beauty of power didn’t accepted by the Chinese traditional culture. Diversified research approach has been used in this thesis, and the conclusion include two emphasis as, for the subjective side, the female athletes need to promote the awareness of independence and learn how to effectively use the media, the objective side is that the society needs to build the atmosphere of equality between the gender and give more professional training to journalist and reports.