The Research Of Chinese Badminton Team’s Media Image-Building In Athletic Periodicals

Being suspected in London2012Olympics badminton competition of women’s doubles ofgames negative game, the Badminton World Federation canceled the qualifications of fourgroups of women’s double contestants, including the Chinese group Yu Yang/Wang Xiaoli, theIndonesian group Greysia Polii/Meiliana Jauhari and two Korean groups Jung Kyung/Kim HaNa and Ha Jung Eun/Kim Min Jung. This punishment made medium and audiences questioningabout the athlete’s image of not only the athletes who took part in the game, but also the wholeChinese badminton team. The media affection of a team is far larger than an athlete, especiallyrepresentative of the country’s sport tallest level. The image of national team directly influencesthe development of sport. Therefore, the present situation of national team’s media image, howto model the media image of a sport team and the meaning of constructing a team’s media imageis a topic that is worth our studying.Four athletic periodicals,“New Sports”,” Channel five”,“Badminton”and“Tennis andBadminton world·Badminton” are the main objects of the research. The paper summarizes andanalyses the media image of the Chinese badminton team in the athletic periodicals by literaturemethod, content analysis method and comparative analysis method, and puts forward theimportance of constructing sport team’s media image. Provide basis for print media and othermedia to model to the media image of a sport team.Through the research and analysis, currently there are some images of the Chinesebadminton team among the athletic periodicals: the participant of games, the popularization ofathletics knowledge and sports star. It exists a few problems in the three different media images：the media image of in and off the field is unevenly distributed; the group media image andpersonal media image is blurred; reports are neutral and have less negative images.Facing this problem, the paper suggests that athletic periodicals should balance therelationship of the team media image and the sport stars media image; extend report coverage,and report needs diversified and strengthen the media image of the other members in the sportteam.