Research On Media Image Of Chinese Sports Stars

With the rapid development of mass media, the ways of living, learning andworking has become increasingly inseparable, even completely dependent on themass media. In view of that in this era, the worship to stars has become arepresentative of cultural identity. A group of sports stars has drawn more and moreattention from the society and the public rendering by media platform.In this paper, the methods of research such as the literature material law andcontent analysis was widely used to define the sports stars, the connotation of themedia image and to explore the commercial value of sports stars. The positive roleof sport stars in promoting the development of mass sports, to promote the image ofthe country, to enhance the national spirit heritage also are briefly conducted. Theanalysis is aimed at to summarize the basic standpoint of Chinese sports stars as wellas the strategy of shaping good media image of sports stars, expecting to be able toachieve a breakthrough in raising more innovative and reasonable proposals of thegood media image of the sports star.The article set Li Na and lin Dan as the representatives of sports stars’ good mediaimage, and then listed the flagrant contrast, such as Olympic table tennis championWang Hao who urinated in public and assaulted the security of the community and thefootball athlete Li Weifeng, who beat the opponents smearing the image of the country,as well as the Olympic swimming champion Sun Yang who argued with his coach andwas punished. The formation of both positive and negative images has a closerelationship with sports stars’ self-cultivation, the concerns from the media and public.For this reason, this paper further proposed the key to building sports stars’ goodmedia image, which is their own self-cultivation, the return of human nature of sportsstars from the public, as well as media quality. Last but not least, therecommendations of sports stars should pay attention to the technical and tacticalimprovement; interactive between sports stars and mass media should be more closelyand actively; the professionalism of the media workers must constantly be improved;the public sports stars should pay more attention to human nature; the relevant statedepartments should strengthen their management, establishing reasonable andeffective monitoring mechanism to run for the good display of sports stars though abetter mass media platform.