A Study On The Media Image Communication Of Sports Stars

Sports stars are the typical example of the media image of athletes, it is the important supporter of sports culture and entertainment culture. The mass media not only redefine the relationship between sports stars and the media but also create the new image of sports stars. The emergency of new media and the change of sports culture change the traditional communication models of the media image of sports stars. Through the study on the media image communication of sports stars(Lin Dan) can find the problems when the media shaping the image of sports stars and put forward the corresponding opinions and suggestions.The paper based on the media image of Lin Dan as the research target, the Lin Dan’s reports on Titan Sports, sports channel on CCTV website and sina sports website as the research object, and uses the method of literature consultation, case-study, content analysis and mathematical statistics as the research methods to investigate and analyze the Lin Dan’s reports and the relationship between Lin Dan and the mass media. Lin Dan, as the representative of sports stars, provides the sample when we investigate the relationship among the image of sports stars and the media communication. The study reveal that we can divert the Lin Dan’s reports into two parts, the sports writing part and not sports writing part, but the mass media always focus on the sports writing part. In addition, the number of Lin Dan’s reports and the reporting mode is closely related to his achievement in competition, and the mass media basically maintain a neutral position in Lin Dan’s reports. We also find that the media image that Lin Dan creates himelf and the mass media communicate, has an influence on teenagers and badminton. The research shows that there is entertainment doctrine, heroism, nationalism in sports stars’ reports, the way the sports stars create the good media image is to improve themselves and improve the professional quality of media practitioners.