A Study On The Image Of Female Athletes In Official Microblog Report Of CCTV Sports Channel

This study takes female athletes in the official microblog of CCTV Sports as the research object,and selects 3,565 microblog reports issued by CCTV Sports from2012 to 2020 as the analysis sample.Based on the news framework theory and feminist theory,this paper studies and analyzes the status quo of their reports and the connotation and mechanism of female athletes’ image building by means of literature review and content analysis.The research draws the following conclusions: first,there is a fixed pattern in the report of female athletes’ image on the official microblog of CCTV sports.Specifically,compared with foreign female athletes,the number of Chinese female athletes was the largest,followed by the United States,where the ratio of Chinese and foreign female athletes was about 2 to 1.In terms of the content of the report,it mainly focuses on the sports situation and focuses on the competitive performance of female athletes on the field.In terms of sports coverage,volleyball,football and tennis are the three types of sports that account for 51% of the total,highlighting the competitive advantages of Chinese female athletes.2.Image of female athletes created by CCTV sports official Microblog: In terms of emotional preference,female athletes mainly use positive image and neutral image;In terms of content preference,the official microblog of CCTV sports focuses on creating the competitive image of female athletes,and it mainly creates the competitive image of female athletes by means of competition achievements and description of their bodies in sports.In terms of individual preference,gender color is implied in the individual image of female athletes,and the individual image of star athletes represented by "Li Na" and "Zhang Shuai" is prominent.3.Compared with the previous research results,the female athletes’ images created by the official microblog of CCTV sports show new characteristics: 1)The sports competitive images show masculine characteristics;2)The individual image of star athletes is prominent,and the team image is enhanced;3)Gender stereotypes of female athletes have been dispelled.The specific performance is: the female athlete’s athletic achievement and the competitive state are highlighted;The gender roles of mother and wife are weakened.The focus on female athletes is no longer limited to "female-friendly" sports.From the perspective of feminism,this paper analyzes the reasons leading to the above characteristics from the perspectives of country,social culture and media.Finally,in view of the problems of CCTV sports’ official microblog in reporting and image building,such as relatively single image,insufficient individual image building,still existing gender stereotypes,unbalanced reporting items and lack of interactive feedback,the following Suggestions are put forward: multi-dimensional tracking report and multi-dimensional image building inside and outside the stadium;Excavate the human nature bright spot,makes the star athlete’s name card;Improve the name of female athletes in the report,dilute the gender color;To raise the attention of mass sports events and balance the coverage of events;Appropriate access to comment,encourage users to participate in the discussion.