Research On The Image Dissemination Of Sports Star In The Era Of All-media

Sports is inseparable from people as a special recreational activity.Sports stars are getting more and more attention,worship and pursuit.With the change of media forms,audiences' media contact behaviors and usage patterns,the ways and means of image transmission have also changed along with it.All-media isdisseminating content withall-day,all-dimensional and three-dimensional.It's means that the era of all media has arrived.The charm and influence of sports stars have crossed the competitive arena,and the image communication of sports stars has changed in the all-media era.Through research and analysis,the main content of this article can be summarized into five parts.First,the study of the imagedisseminationof sports stars through the literature review is mainly the image of other people built by media reports.However,under the all-media era,there are fewer researches on how sports stars construct and disseminate their own images through social media.Second,the image of sports stars has changed in the era of the all-media era.The voices of "Only Gold Medals" and "Only Champions" have slowly been reduced in various media.According to different division methods,the image of sports stars is divided into: internal image,external image,stadium image,non-arena image,true image,and media image.By comparing the construction of the sports star image in the traditional media age and the all-media era,it is concluded that the sports star image presents a heroic strongman image and a daily civilian image in the two media ages.This difference is based on the changes in the times,media and social psychology.Thirdly,through the analysis of typical cases such as Sun Yang,Fu Yuanhui,and Zhang Jike,a new strategy for the dissemination of the image of the sports star in the all-media era has been acquired: multidimensional communication combines dynamic,static,two-dimensionaland three-dimensional;sports stars have actively joined the process of image construction and dissemination,changed its own image and the relationship with the audience to take the initiative to spread;to break the mode of the full media,which the single media channels to spread a single information.Fourth,the effect of the communication of sports stars in the all-media era is mainly reflected in three aspects: society,audience,and athlete themselves.The sports star not only affects the development of the sports industry as economic capital,but also stimulates the economic growth of the sports industry.It also serves as a cultural capital to awaken the audience's interest in sports and influence the birth of fan culture and sports culture.In addition,different audiences will have different degrees of influence in participating in sports,stimulating consumer behavior,and personal growth.At the same time,this article focuses on the effect of the negative image of sports stars as the main research content on how sports stars themselves are represented and think about them own social value.Fifth,based on the above analysis,this study believes that the all-media is still in the direction of media development exploration.In the background of the all-media strategic era,there will still be over-entertainment in the process of the dissemination of sports star image,the information dissemination will be unbalanced,easily to produce stereotypes andproactive communication is limited.In response to these issues,we propose corresponding optimization strategies: not to entertain for entertainment,to treat the image of sports stars in a reasonable manner,to make use of the characteristics of different media platforms,to balance the entertainment and heroism,to balance domestic and foreign athletes,and to rationally distribute report the type of content.improve the media literacy of sports stars,and better take the initiative to spread.Only when sports stars themselves and the mediajoint take measures can we solve various problems in the media development process in the era of all-media.