Research On The Short Video Of Paralympic Games Based On Visual Framing

In the era of traditional media,the media and audiences pay less attention to sports for disabled athletes than regular sports events.This phenomenon has been significantly transformed with the emergence of the new communication method of short-video platforms,and "two Olympics are equally exciting" becomes possible.In 2021,integrating the short video platform and the Paralympic Games brought disabled sports to the public spotlight more visually.Under the media dissemination of the Paralympic Games on the short-video platform,numerous issues,such as the visual construction of the image of disabled athletes,the transformation of the communication pattern of disabled sports,and the ethical reflection of disabled sports communication,have gradually become the core topics in academia,industry,and media circles.This paper takes the short videos of the Paralympic Games on the TikTok platform as the research object and adopts research methods,including literature analysis,case analysis,and text analysis,and uses visual framing theories to analyze the specific performance of the short videos of the Paralympic Games on the TikTok under visuals as denotative systems,visuals as stylistic-semiotic systems,visuals as connotative systems,visuals as ideological representations.In addition,this paper explores the laws of short video media transmission,discourse construction,ethics reflections,and other relevant critical points of the short video of the Paralympic Games on new media platforms.This paper also puts forward more suggestions for continuously optimizing the visual presentation of the Paralympic Games communication on the new media platform based on identifying its communication limitations.It provides a reference for the domestic and international publicity work of the cause of sports power in constructing a powerful sports country.Research finds that in image construction,the image presentation of Paralympic athletes is flat,which is not conducive to star-making publicity,and the short video lacks memory points.Regarding the media field,the communication expression of Paralympic sports events is solidified,lacking commercial value and far away from the audience in the sports community.In media ethics,the media empowerment of Paralympic athletes is weak,and the visual picture is inappropriate,accentuating the separation of images.Therefore,based on the limitations of the Paralympic Games’short video production and dissemination,the research seeks the concept changes of short video production of the Paralympic Games on new media platforms.In the meantime,it is necessary to cultivate the differentiated communication of Paralympic sports content,present an ethical picture of Paralympic sports,create all-media communication patterns of integration of people with and without disability,and promote the better development of Paralympic sports communication actively.