Research On The Cross-Border Communicatio N Of Chinese Sports Stars In The Background Of Media Convergence

The era of media convergence has provided sports stars provides a new opportunity for cross-border communication. For many years, sports athletes are engaged in a single exercise training, which cause their limited contact with the outside world and lack of understanding of nature and requirements of the work of each industry, so after their sports career,most sports athletes are facing re - employment pressure. In 2016 Brazil Olympic Games, a lot of sports stars participated in the cross-border communication activities through commercial advertising, webcast and public service intentionally or unintentionally. Cross-border communication of sports stars , is not only an effective extension of the industry choice of active athletes, but also an reference choice of retired athletes secondary career path.By analyzing the relationship between media convergence and cross-border communication, this paper combines the qualitative research method with the questionnaire survey method to clarify the path, effect and value of cross-border communication of sports stars in this background, and therefore derives the mathematical formulas which accord with the conclusion of the research and draws the corresponding communication effect chart. A total of 200 questionnaires were randomly distributed in the survey, and it is found that most of the public's attitudes towards sports stars cross-border communication activities is positive,and few people worried or questioned cross-border communication will affect the athletes concentrate on preparation to the match, which cause their decline performance. TV Programs and interactive network shows are the most acceptable forms of cross-border communication activities.It is found that, despite the constraints of institutional conflicts and other risks, cross-border communication of sports stars still presents a variety of path choices, and the ways they tend to choose are commercial investment, advertising endorsements and variety guests. They use micro-blog and live platform as a cross-border communication carrier,while the spread effect is uneven, the public acceptance is different, and the value of cross-border transmission diversified. Sports stars a chieve secondary development of personal values and deeply use of indus try value.These cross-border communication activities provides a referenc e for the personal transformation and cross-border development of sports stars in the "post-sports star era".