"People’s Daily" On The Construction Of The Spirit Of Chinese Women’s Volleyball Team

The spirit of the women’s volleyball team was born in the 1980 s with the characteristics of the times.Its production,spread,inheritance and development cannot be separated from the construction of the Chinese media.After the "five consecutive championships" of the Chinese women’s volleyball team in 1986,the spirit of the women’s volleyball team became a kind of zeitgeist and political mobilization discourse.In 2019,General Secretary Xi received the women’s volleyball team and summarized the spirit of the women’s volleyball team as "the motherland is supreme,unity and cooperation,tenacious struggle,never give up".It can be seen that the spirit of the Chinese women’s volleyball team links the past and the future,and carries the collective memory of the Chinese people.The study of Chinese media has certain theoretical value and practical significance for the construction of its discourse.This article uses 804 news reports on Chinese women’s volleyball from 1981 to2020 in the People’s Daily as a research sample to analyze the discourse construction of the spirit of women’s volleyball.The study found that the People’s Daily’s construction of the spirit of Chinese women’s volleyball team can be divided into four periods: the formation period from 1981 to 1991,which was based on the grand narrative of national and ethnic identity,and the spirit of the women’s volleyball team was constructed as "unity and hard work,revitalizing China." "The role of collectivism in the construction of the "four modernizations" was advocated;during the low period of 1992-2002,in the context of China’s sports market reform and poor performance of the women’s volleyball team,the spirit of the women’s volleyball team was constructed as "Never Say Never";The return period from 2003 to 2013 is in line with the context of the Beijing Olympics,expressing the spirit of women’s volleyball with "higher,faster and stronger";in the revival period from 2014 to the present,the spirit of women’s volleyball has been regained in the context of the great revival of the Chinese nation.Constructed as "the motherland is supreme,unity and hard work".It can be seen that in the context of different times in our country,People’s Daily uses different discourse strategies to construct the spirit of the women’s volleyball team,which meets the theme and political needs of the times.However,with the impact of diversified thoughts brought about by globalization,the shift of my country’s competitive sports policy in the post-Olympic era,and the advent of the new media era,the construction and revival of the spirit of women’s volleyball faces a new communication context and audience groups.Therefore,it is advisable to adopt new communication strategies to construct the spirit of women’s volleyball in the new era and follow the rules of communication in the era of converged media,from the mobile communication terminal,the customization of the communication concept,the empathy of the communication content,the visualization of the communication form,and the communication channels.Start with five aspects of the three-dimensionality.