Domestic Female Tennis Star’s Mass Media Strategy

Li Na as the Chinese tennis "solo" first person, his professional success has important significance to explore professional sports, social transformation for China Sports accelerated.But "choke reporters" event occurred in recent years, "the three knock nine worship" event, and so regarded Li pushed the cusp of public opinion.lt can be said Li is a very typical and very distinctive personality tennis star.The intent of this paper to spread through sports Theory Li, for example, to analyze the study of female tennis star’s mass media strategy, and for the Chinese sports media to provide reasonable suggestions for coverage of female tennis star strategy.This paper selected "China Sports Daily" in May 2011 and won the French Open champion Li Na to the Australian Open in January 2014 Li Na won all about this time interval reported a total of 202 as samples, and the use of content analysis, quantitative research found that "China Sports Daily" reported on Li mainly uses seven kinds of communication strategies.In addition, the paper will be "China Sports Daily" and "Sina Tennis Channel" and "New York Times" that the two media were compared with regard to communication strategies Li reported, and the use of text analysis, qualitative study found that as the Chinese mainstream sports media, "China Sports Daily" and new media and foreign media reported on Li Na on the existence of differences in strategy.The paper also uses questionnaires way through the mass media effects research on Li reported the discovery of sports communication media on audiences more inclined to accept Li’s three kinds of communication strategies.Finally, the author of the media about Li’s communication strategy put forward five-point proposal.