The Construction And Evolution Of "The Other" Image Of CBA Foreign Players In The "People's Daily"

With the development of the trend of globalization,the issue of cultural identity has become the focus of research and discussion.Basketball belongs to all human beings,cross-cultural foreign aid problem is just one of the representatives.CBA,China Basketball Association,as the highest level basketball league of China,established in 1995 with the start of Chinese basketball professional reform,and officially changing its name to China Basketball Association in 2005,has developed and become the No.1 Asian basketball league so far,with the majority of fan groups and international influence.In the CBA league,foreign players play a key role.Over those years,the overall quality of CBA foreign players has a steady improvement,becoming an important part of the league.As the official newpaper of Chinese Communist Party Central Committee,"People's Daily" has the unique authority,influence and political status.It is also one of the earliest media which started to report CBA foreign players,experiencing the process of CBA from budding to aging.Relative to some sports media,it is more politically,giving more attention to the development of domestic sports as well.The study sets the news reports of ''People's Daily' about CBA foreign players from 1995 to 2016 as subjects.Based on the statistical and discourse analysis of the samples and historical background,in the term of "the other" out of the image of CBA foreign players,to conduct a comparative study to understand the self better,and provide a historical reference for Chinese basketball and media development,cultural identity and cross-cultural communication.The results show that,with the increasing of the scale of the league,the marketization and professionalism development,and the liberalization of policies about foreign players,the attention of"People's Daily" reports to foreign players are on the rise.Besides,the title,theme and attitude divert in different periods,and the shaped other image of CBA foreign players could be divided into four evolutional parts:1995 to 2002,the supporting participant image;2003 to 2008,the controversial mercenary image;2009 to 2012,the big-name savior image;2013 to 2016,the diverse professionalism image.Overall,"People's Daily" emphasises on foreign players' personal cultural exchanges and rational thinking of the use of foreign players more and more.This change is just in line with the international development of the local self,showing the interaction of the relationship between each other,and the East and West cultural learning blend.