Deconstruction And Construction: Research On The Image Of Chinese Athletes In The New Media Environment

New media as a high-tech product, to bring a huge change in communication.The new wave of media has not only changed the media industry itself, but also deeply into the world of political, economic, cultural and other fields. The development of new media for the cultural heritage and innovation plug in the invisible wings, but also for human accurate understanding of the world, promotes self-development, promote social civilization and progress into the "acceleration."With the development of the media industry, the new media environment has become the most influential contemporary media "products", the image of the athletes in the media reports gradually rich and diversified performance. As an important part of the sports narrative text, the participants of the sports events and the joint factors of the plot, the athletes have been highly concerned by the public. Athletes as a special group have become an important era of mirroring. However, in the new media communication to shape what kind of athletes image, related to the healthy development of China’s sports industry and the spread of the national image.Therefore, this article takes "Sina" and "Tencent" two sports portals and micro blogs as the research sample of the athletes in the media such as "deconstruction and construction: the image of Chinese athletes in the new media environment" The contents of the report on the content of the athletes were analyzed, deconstruct the image of the athletes in the current new media reports, for the new media reports in the image of the existing problems, analyze the causes of the problem and how to go in the new media environment Reconstructing the image of athletes and optimizing the communication path.According to the needs of the study, the article uses the research methods such as literature reading method, text analysis method and case analysis method, and uses the theories of journalism, communication and other related theories to analyze the image of athletes reproduced in the new media environment. The full text is divided into five chapters. This paper briefly introduces the research background and significance of this topic, the research status quo at home and abroad, the research object, the research method, the research mentality and the innovation. The second chapter analyzes the changes of athletes ’image and its communication environment, and summarizes the relationship between the new media and the athletes’ image. The second chapter analyzes the relationship between the image of the athletes and their communication environment. The third chapter systematically summarizes the current situation of the athletes in both the positive and negative aspects of the new media environment and analyzes the existing problems of the athletes in the sports reports;the fourth chapter analyzes the negative image of the Chinese athletes The fifth chapter echoes the fourth chapter five angles,to optimize the image of the athletes in the dissemination of new media to put forward the effective use of the image of the athletes in the new media communication, and so on. Coping strategies; the final conclusion of the article mainly on the summary and reflection.It is found that under the new media environment, the athletes of our country construct a relatively rich and diverse athlete’s image, and construct the positive and negative aspects. The positive image is mainly reflected in the appreciation of the athletes’ high value,the frankness of the individual, the injury and the struggle enterprising professional image of the affirmation and affectionate social image recognition. Negative image is the lack of quality of some athletes in their own mass in the spread of "liar","slag","villain" and other images present; the same time,the new media in the process of spreading the image of the athletes shaping the entertainment, vulgar, Holding the kill sticks and other trends, but also for the negative image of the formation of athletes, "tiles." The author thinks that the main reason for the formation of the negative image of the athletes is the lack of the moral culture of the athletes in the current sports reports. The lack of supervision of the sports authorities in the new media era is obvious in the new media era, and the change of the media environment; News practitioners should be the lack of social responsibility in these five areas. In order to establish and disseminate the image of a good athlete, we need the joint efforts of athletes themselves, sports authorities,audiences, media and journalists.