Research On The Strategies To Deal With The Major Image Crisis Of Sports Stars

Under the background of the loosening of sports industry and the background of "Internet plus sports",the sports stars are responsible for the health demonstration,the promotion of market consumption and the promotion of sports ethics.They stand in the window of national sports civilization,their personal image and public image blend well.This paper adopts the methods of literature research,comparative study,case study and unstructured interview,and takes the disciplinary judgments of communication and iconology as the framework of the article,and the research object is the coping strategies.In the absence of a standard conclusion in the academic circles,this paper first solves the problem of the connotation of sports star image and major image crisis,and explains the concepts of SCCT and SMCC,agenda management and agenda setting.Secondly,it discusses and analyzes the classic cases of major image crisis of sports stars at home and abroad,summarizes the reasons,and provides experience for the following summary of coping strategies.Finally,three parts are used to present the research results on coping strategies: the first is the steps of coping,which is divided into early warning,communication and repair.The second is the principle of infiltration in each response step,grasping the principles of prevention first,active integrity,timely and effective,and overall interests.The third is the supplementary explanation of coping strategies,paying attention to the core discourse,doing discourse rhetoric,selecting a variety of media,checking the media agenda and so on.