| Along with our country’s reform and opening-up and into the world, consumerism as a global culture ideology, through the mass media, the full range of carpet of propaganda and persuasion, roots the Western way of consumption and the consumption concept in Chinese people’s minds, and the mass media penetration of consumerism values while the dissemination of, oneself also in the influence character by environment by the culture of consumerism "baptism". The mass media not only in the dissemination of content, communication symbols, dissemination function changed, at the same time in the operation idea, system arrangement, production process, narrative mode also occur with consumerism culture variation.Research shows that, the sports star media reproduction appeared vulgarization and entertainment, symbolic and commercial, fragmentation and spectacle of the tendency of alienation, this not only weakened the essence of sports spirit, build the people of emotional communication in the movement of the barrier, but also hinder the sports star skills progress, reduce the brand the endorsement of the effect of publicity, invasion of the audience’s right not to know, created the "silent majority", or even mislead young people’s outlook on life, values and outlook on consumption.Taking the sports star media as the research object, using the method of literature, expert interviews, case analysis and other research methods, selection of sports stars in the consumerism culture critique from the perspective of news coverage and endorsements to analyze two aspects to discuss the current situation and problems of media, the dissimilation presents summary Sports Star Media, to explore the adverse social impact of these the alienation problem, then according to the theory of consumerism, analysis the deep reasons from three aspects of sports stars, audience, media perspective, and attempts to put forward relevant strategies and suggestions.Research shows that, the sports star media reproduction appeared vulgarization and entertainment, symbolic and commercial, fragmentation and spectacle of the tendency of alienation, this not only weakened the essence of sports spirit, build the people of emotional communication in the movement of the barrier, but also hinder the sports star skills progress, reduce the brand the endorsement of the effect of publicity, invasion of the audience’s right not to know, created the "silent majority", or even mislead young people’s outlook on life, values and outlook on consumption.Among them, sports stars, their symbolic meaning and consumption cultural function is the foundation, and intends to cater to the media publicity is also an important factor; the audience need to express themselves and identity, "belong to the internal factors of degradation of one-way relieving people", "critical thinking ability; the student run newspaper" to "merchant newspaper" change, "management the media" has become the media operation idea, ratings, reading rate, click rate, circulation is the performance evaluation standard media belongs to external factors.Through analysis of the causes of alienation of sports star media representation, presents good media representation needs to the socialist core value system as the guidance, formulate laws and regulations, improve the relevant system of education, strengthen the media self-discipline consciousness, but also need to sports stars own image maintenance, four aspects are combined together to promote sports star culture harmonious and orderly development. |
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