The Presentment Of The Female Images In The Online Sports News

Nowadays, web portals often cooperate with major international events, that makes the sport news which the online media provides become an important part in the public entertainment. However when network uses the sport events to make money, it ignore its social education and guidance function. This article stands in the critical perspective of feminism, uses content analysis, to find out the consumerism, sexism, lack of speaking right which hind behind the female images. Analyse the causes of these problems, and put forward some preliminary solutions and advice.This article uses two main ways, content analysis and document research, to analyze the peculiarity of the female images in the online sports news. First this article chooses Sina and Netease sports section homepage as the object of study, uses content analyse way to statistical survey from three ways:across,down and typical image. On the longitudinal to find different female images as the representative. Analyse the peculiarity from the news reports of words, the reports in the choice of images and so on. On the lateral, this article comparison on a web page for men and women in sports news possession ratio,and the men and women mainly appear what kind of image and role respectively. The pictures show the characteristics of different gender in the male and female athletes. In a typical analysis, this article chooses Lina as the analytic target, researchs network media on how to shape the image of the female athletes, and in major events media pays attention to female sports stars and the charge of focus and explain the causes of these changes. Second combined with the literature, according to the phenomenon of transmission, to find out the theory fulcrum in the classic feminism works explain phenomenon.According to this investigation, the article preliminary confirmed conclusion that: Network sports news is in the purposefully build female image. In it, female images become self-othering, materialized, sexualized and neutralized. Under the propagation environment, female sports culture is alienation and marginalized, the female athlete also become the group which is different from the main body status of the group. Web portal has the responsibility to build the spread of equal and harmonious environment, especially in the sport reports, they should give female athletes more respect for objective reporting, give more speaking rights to the female reporters. Only in this way, can the media better fulfill its social responsibilities, and reflect its media literacy.