The Study On The Reports Of Li Na Media Image After Retirement In Network Media

Network media influence in the field of sports dissemination gradually expanding,its issues,report way and the formation of the media public opinion on the development of sports culture has played a very important role in the construction.Among them,the excellent athletes and competitive sports,to promote the development of professional sports play a positive promoting role.In terms of professional image shaping,also play the function of the subject construction.Now about the research of this field is still relatively small.Based on the background of network media,this paper will focus on the media image of Li Na after retirement,using the methods of literature,text analysis,expert interview,mathematical statistics and logical analysis,China's largest online media: Tencent network coverage of the text as a source of information to September 19,2014 to June 19,2016 during this period of news coverage as the main research object,analyzed after Li retired in the network media image for the athletes in front of the public to create a good image of the media to help.At the same time,through the study of the text of Li Na,mining the way and characteristics of online media reports,analysis of existing problems and put forward the corresponding comments and suggestions.Research shows that,after the retired Li Na media image diversified.In the process of analyzing the media image of Li Na,it is found that the media image of the athletes is a multi-factor complex influenced by the internal and external environment,which will be affected by the factors of the athletes themselves,the media guiding factors and the media and the audience,so that lead to differences in the perception of the media image of the athletes.In the process of shaping the image of Li Na,the network media will be driven by the interests of all parties and have a selective screening of the information.This will guide the audience's cognition,resulting in deviation from Li Na's actual situation.This is caused by Li and the mass media clash of fuse.The conclusion and suggestion of this paper points out the problems in the process of news reporting in China,and puts forward the rationalization suggestions.At the same time,athletes as the main body of communication,their own need to pay attention to their media image in the public mind,pay attention to their words and deeds and maintain a good media relations.