Research On Media Image Building And Communication Of Sports Star In China

Along with the social development, the continuous improvement of living standards, the status of sports in people's life is becoming more and more important.sports stars as one of the best in the sport that attract a lot of attention. At the same time,Sports stars in the arena of struggle and strive for success, the mass media transmit information of sports stars to households through the sports event.As a special type of image in the medium of athletes, sports star media image are not perfect, positive and upward. Under the amplification of the media, leading to some sports star media image appear the opposite effect. Proposed by the sports star media image of the ecological environment for research, analysis of sports star media's component of the subject and object as well as the existing problems, thus put forward our country sports star media image target and communication strategy. Then, collect the present situation of sports star media image and the existing problems.Sports stars as outstanding athletes, their media image reflects not only personal image, sometimes even reflecting the highest competitive level of a country. Sports Stars With a strong charisma and superb level of competition as the majority of teen idol. Out of idol worship, sports stars everyday life every move fans are given a different meaning and imitated. Generated image of sports stars in media activities as mass media products, as reflected in the ideology, values, cultural orientation will affect the public's awareness and recognition, and then acting on the society. Although China is a sporting nation, but some of our sports stars at this stage of their image management is lacking, there is no image of their media seriously enough, so that when the negative news appears know what to do I do not know how to respond.Media image of sports stars is a whole audience of sports stars are formed,integrated set of impressions. First, the majority of sports stars known to the media after the formation of the sum of their cognitive information, media events or through symbolic information selection and processing, later to be re-structured in a way mirrors the media by the media and the public audience cognition. The audience can see the image of sports stars is spread through the media, the mirror reflection is not like real athletes, but the media presentation of the image. For sports star, only a clear distinction between "self" and "mirror of me" to be able to show their own position and have a clearer understanding. Mirror is not only a different refraction of light through different mirror reflected a different image, through awareness of different images to complete the self-awareness and look to help sports stars and more clearlyrecognize their own public opinion, there by improving the dynamic behavior through its own dynamic changes in the media image.In this paper, using literature analysis, case analysis, comparative analysis,analyze the present situation of the sports star media image as well as the sports star media ecological environment, and the image from the two aspects of the internal environment and external environment to explore the impact on the sports star media image. In this paper, using literature analysis, case analysis, comparative analysis,analyze the present situation of the sports star media image as well as the sports star media ecological environment, and the image from the two aspects of the internal environment and external environment to explore the impact on the sports star media image.