From Constructing National Identity To Returning To Sports Itself

In the prosperous history of sports in New China during the past 70 years,the Chinese women's volleyball team is well known for its outstanding performance and indomitable struggle.It is a sports team with glorious history.Since the Chinese women's volleyball team won the world championship for the first time in 1981,People's Daily has clearly recorded the steps taken by the team.In the early 1980 s,People's Daily was the main creator of the media image for Chinese women's volleyball team.We could now still see its name in People's Daily even after 35 years.People's Daily fully reported on the status of the Chinese women's volleyball team in Rio.Based on the framing theory,this article uses People's Daily report on the Chinese women's volleyball team as the research content,and takes the peak in the 1980 s and Rio's back on top as the research object,and analyzes the number,genre and layout of the report,which shows the transformation of the Chinese women's volleyball team's media image from national heroes to multiple directions.By analyzing the differences in the country,the Chinese women's volleyball team and the audience during the above two periods,we clarify the impact of these differences on the team image and discuss the reasons for these changes.The manuscript finally puts forward the enlightenment brought by media image changes of the Chinese women's volleyball team in People's Daily.That is,when building up the media image,the media should start from the social reality,adhere to the real and objective requirements and maintain the correct guidance of public opinion.