The Research On Li Na's Media Image

Well-known tennis player Li Na is one of the earlier athletes who own a clear media image.Her excellent performance in international tennis matches has made her a famous card on the world stage of Chinese sports.At the same time,her personality also makes her often controversial.This paper selects the news coverage of Li Na from the People's Daily,from 2005 to 2016.By using quantitative analysis method and news discourse analysis,the paper analyzes reporting form and content characteristics of the People's Daily.In the meantime,we also can draw the media image of Li Na from 2005 to 2016.The study found that the image of Li Na,which is constructed by People's Daily,has multiple levels.From the inside and outside of the field,she is the leader of Chinese tennis history and a character athlete with a rich personality.At the institutional level,Li Na is a pioneer in professional sports,who devotes herself to fighting against the traditional Chinese system.The People's Daily's coverage of Li Na reflects the efforts of Chinese media in recent years to create internationally influential star athletes.In the face of the change of Chinese sports training mechanism,which gradually moves from a single '"national system" to the "professional sports" connecting with the international trend,Chinese media are also becoming more and more three-dimensional and diverse in their media image on athletes.Market demand is affecting and changing the discourse system of Chinese media.