Research On The Media Image Of Women Athletes In People's Daily Since The Reform And Opening Up

Since the reform and opening up,female athletes have made outstanding contributions to China's sports.This paper selects the female athletes' reports of People's Daily in different periods as the research samples,uses content analysis and text mining to systematically analyze and study the characteristics of female athletes in different historical stages,sorts out their changing tracks,and probes into the internal relationship between the media image of female athletes and the social factors in the specific stage.The research shows that the change of the media image of female athletes is closely linked with the change of the times.The change of the media image of female athletes has gone through three stages,from heroine to commercial star,and then to idol.com.The first stage is from the beginning of 1980 s to the end of 1980 s.The media image of female athletes is endowed with politicized ideologies such as national rise,national prosperity and national hope,thus strengthening their simple hero image of "striving for glory for the country" and "striving for tenacity".The second stage is roughly from the early 1990 s to the early21 st century.Under the influence of the rapid development of the socialist market economy system and the surging tide of commercialization,female athletes have gradually transformed into commercial stars.The third stage is from 2008 to 2016,the media reports of female athletes have realized the overall transformation from "tool sports" to "humanistic sports",from "sad sports" to "happy sports",and the humanistic color of the reports has become increasingly strong,but at the same time,the media image of female athletes shows the dislocation of "Idol" and "Internet red".In addition,the change of female athletes' media image can be clearly identified through six aspects: spiritual connotation,national consciousness,social role,individual and collective,interpersonal communication and personality characteristics.Although the media image of female athletes is becoming more and more rich and diversified,it is undeniable that the media is one-sided in shaping the media image of female athletes.The image of female athletes is always in the perspective of men's rights The spirit of "inspirational" shows the problems of routinization.Therefore,in the future,female athletes can actively participate in international sports public affairs,use social self-Media platform,improve their discourse power,and actively build a good media image.The media should establish gender consciousness and create a healthy and positive media environment.