A Study On Andy Murray's Image Construction As Seen From Sky Sports

Today media industry develops rapidly and everyone has become more exposed in virtual cyber world.Anyone can be the focus for a moment via various kinds of medias,which is not only chance or risk for one person but the result of everyone's two-way selection.Invisibly,we have signed mutual protocol with the manipulation company behind of it.However,as some public figure,one would face high frequency of zero distance exposure in the mass media and one may experience all-the-time contact with media with chances of exposure any minute.Sportsmen raise their value against excellent achievements in various levels of famous competitions and grow to be superstar.And media would pay particular attentions to the special group of sportsmen ever since.Some of them have large fans group and followers and some are admired so much by people.Therefore,the media images of sports stars caused extensive attentions in society.For a sports star,a good media image certainly provides favorable conditions for elevating their values in all directions,enlarging their social impacts and promoting the relevant sport activity as a live brand.Star people's grasp and use of media is a practical issue.Britain has not been forgotten by people for its great tennis competence and this was inseparable with Andy Murray's outstanding achievements.Andy Murray won the world's first price in tennis game this year,which proved to the world that the best tennis male player is from Britain.Murray's success not only come from his unique gripping play technique and proud competition results but also depends on reconstruction of his good media image.His good media image contributes to tennis industry development and produces good influences on society,especially the teenager group.Equally,due to the good media image,his commercial value is rocketing and his career future is immeasurable.Through research on the media image characteristics of Andy Murray from Sky Sports,it finds out that most negative reports on him who shoulders lots of pressures in competition.are directly relevantly with his appearance,weaknessand pressure endurance on field.While most negative information is easy to be understood and forgiven.In contrast,positive media image characteristics cover like sunshine,persistence,confidence,humor,courage in winning the competition,which are far more than the negative media image reports.Nevertheless,Andy Murray also faces problems under such circumstance,for instance whether he can balance the sport spirits and commercial interests with the establishment of his media image;how to reverse the negative report on image and rebuild his media image based on his own media image characteristics.