Research On The Change Of Chinese Women’s Football Media Image

The Chinese women’s soccer team is known as the "resounding rose" for its brilliant achievements in history.As a spirit,the Chinese women’s soccer team has influenced the world and the development of Chinese sports.However,the Chinese women’s soccer team has been marginalized in the media and has not received the attention it deserves,which is not conducive to the development of the Chinese women’s soccer team and the Chinese soccer industry.This paper takes the reports on Chinese women’s soccer in People’s Daily,an organ of the Central Committee of the Communist Party of China(1979.1-2020.12),as the main object of study,and adopts the literature method,content analysis method,and textual analysis method in an attempt to analyze the number of reports,report genres,report pages,report tendencies,report themes,and other elements of the reports on Chinese women’s soccer in People’s Daily using frame theory,in an attempt to discover the The study finds that the media image of Chinese women’s soccer shaped by People’s Daily has changed,and explores the reasons behind this change and its revelationsThe study finds that the media image of Chinese women’s soccer has undergone four stages of change:the image of the struggler during the emergence period(1979-1991),the image of the hero during the rise period(1992-1999),the image of the confused during the wandering period(2000-2011),and the image of the dreamer during the rebound period(2012-2020).During the rise period,reports were heavily programmed,and the heroic image of women’s soccer began to be nurtured;during the rise period,reports emphasized learning the spirit of women’s soccer,and the commercial image of women’s soccer first emerged,showing anxiety about the future development of women’s soccer;during the waning period,reports tended to be professionalized,and the media’s sense of "humanistic care" awakened;during the rebound period,Chinese women’s soccer began to return to the image of the ordinary team,and the image of women’s soccer was diversified.During the rebound period,the Chinese women’s soccer team began to return to the image of the general team and diversify its image.Since the reform and opening up,the media image of Chinese women’s soccer has undergone several changes,and the changes in the media image of Chinese women’s soccer reflect the changes in Chinese society,the change from instrumentalism to humanism in sports,the change from indoctrination propaganda to guidance communication in media,the change from believing to critical acceptance in audiences,and the change from emergence to nirvana in the performance of Chinese women’s soccer.These factors have had an impact on the change of Chinese women’s soccer media image.Through the study of the change of Chinese women’s soccer team’s media image,the author finds that the social status of the media,the improvement of the audience’s media literacy,and the improvement of their own realistic image are of great significance to the media image shaping.