A Study Of Sun Yang 's Media Image

With the growing of the media industry in our nation, the reportsabout the image of professionals engaged in sports, especially the athletes, are becomingricher and more diversified. The media image of the unique athletes group is no longer asimple presentation of the simplex character, however, it comprehensively represent thecomponents and operation of the modern media culture. And this image has become avital mirror of the contemporary world. Meanwhile, for the athletes with socialinfluence and model function, it is the time for them to take the responsibility to pushforward the improvement of the sport image and the health culture.In this research paper, I mainly borrowed the data from two of the main portals sites,Sina and Sohu, as the sample pool, reorganized and analyzed the news related to SunYang, to figure out the dramatic different media images formed by these reports. Thisresearch would use the time line as clue, to analyze the different images of Sun Yang infive different phases.Phase One: the image during the Shanghai’s World Swimming Championships in2011------the New talented, the genius of swimming;Phase Two: the image during the London Olympic Games in2012------Superstar,the leader;Phase Three: the negative image from the Post-Olympic era------ungratefulness, illtemper;Phase Four: the image during the Barcelona’s World Swimming Championships in2013------“The Return of the King”Phase Five: the negative image after the Barcelona’s World SwimmingChampionships------irresponsibilityIn these five phases, the reports from the two media we mentioned above created thedifferent media images of Sun Yang in different periods.Based on the above analysis, we could conclude that the image of Sun Yang hasshowed significant fluctuations between the hero and the evil. Specifically, the primaryreasons of this phenomenon are: the immature mentality of the individual, lack ofethical literacy of the athletes, and poor broker management team operation. In addition,the reasons mentioned above could also provide a certain degree of reference to theyoung athletes and sports celebrities with influence in China.