On The Positive And Negative Effects Of Network Public Opinion On Athlete 's Image And The Corresponding Tactics

In Internet age,the public has became the information publisher insteadof information recipients in traditional media age. The Internet consensus not onlyshares the characteristics of traditional media, but also has its own advantages.Itgradually becomes the main channel for people to participate in the areas ofpolitical,economic,cultural,sports and social life.The Internet consensus plays animportant and complicated role in the process of changing people’s way of life,livingcondition and even the mode of thinking.It consists of the general opinions whichexpressed by Internet users in a certain time and space range. As the inclusiveness ofInternet, the Internet consensus is considered as the representative of public ideas andviews, it has an important influence on public’s social life.With the rapid development of sports enterprise and the continuous improvementof sports performance in China, as the special role of training hard to win honor for thecountry, the athletes and their images are also getting more and more attention from thepublic and the media. With the development and popularization of networktechnology,the influence of Internet consensus on athletes is also becomingincreasingly strong. To understand the Internet consensus’s important influence on theathletes’ images, and maintain their positive images actively,and then promote thedevelopment of sports, all above of these have become an important issue for athletesand sports administrative department.The Internet consensus plays a key role in spreading the images of athletes. It notmerely keeps a positive image for athletes and promotes diverse interpretations of theimages of images of athletes.At the same time, the network public opinion also bringsinevitable negative effects for athletes’ images.In certain cases,the features ofanonymity and diffusivity of Internet consensus make the images of athletes can’t bespreaded truly and objectively. In addition, Internet consensus is often filled with somerumors about athletes as well as irrational emotions, it also makes the public’sunderstanding of the athletes’ images cause deviation.This paper discusses bothpositive and negative effects in spreading of the athletes’ image in Internet consensus.itanalyses the inner relationship between athletes’ images and Internet consensus fromdifferent angles,it also discusses the reason why there are contradictions existedbetween them, and finally put forward some effective countermeasures to maintain positive images of athletes under the environment of Internet consensus.