The Media Construction And Its Cultural Reflection Of Sports Star

In today’s world, the celebrity culture seems to have become an integral part of the media culture. The sports star is one of the important objects of the media culture research. In China, with the improvement of people’s living level, sports have become a significant part of everyday life. As the persistent growing of the government’s investment in sports, more and more teenager donate their effort in sports career. However, we should notice that a mediocre player turning into a sports star was relying on several issues. First thing is personal sports talent, which the high strength of professional sports training is following by. Besides, they need the support from all aspects of society, such as national policy, cooperation of sports department, of course, mediapublicity, and so on. Why would media try so hard to culturally construct a player up to a sports star? Is it only in order to meet the needs of propagandize? Here is another question that we were all concern about: how could an athlete to be named as a sports star? Except the excellent game result, what else do they need? Obviously, an ordinary player wants to be a star, they need media’s construction. The process helped them in their career. In return, they give themselves as the material of median production. It will bring them great profit in cultural and commercial aspects. In a word, the relationship between sports star and media construction is a kind of interdependence and mutual restraint relation.This article chooses the process of media construction and cultural reflection of sports star as the objects of research. Taking advantage of qualitative and quantitative methods, the sports star construction paradigm, the existing problems and reflection of culture dimensionalities are systematically analyzed by combining with the specific cases. Under the circumstance of promoting by government, sports communication is emphasized that it possesses both commercial and cultural quality, which is the significant part of internal and external communication. Therefore, when media construct the median images with sports star’s information, they should respect the regular pattern; take count of equity of social benefit and commercial profit. This is the rule they must follow and also is the guarantee of sustainable development of Chinese sports.