Research On Self-shaping Of Sports Celebrity’s Public Image

As the transmission of dynamic content,short video meets the needs of content creators to actively express their personal images with its unique advantages of visualization,living and storytelling.At present,most sports celebrities lack awareness of building public image through short videos,and the image influence effect they show is weak.As the first sports celebrity to release short videos on the Internet platform,Wu Minxia has successfully attracted a large number of viewers,as well as created a brand new personal image and a personal brand.This paper mainly takes Wu Minxia as an example to analyze how to build a public image through the elements and narration of short videos,so as to win the public’s affection and trust with a good image.This study mainly takes short videos that Wu Minxia published on bilibili.com as research objects.And take the short videos published from March 7,2020 to December 31,2021 as research samples.In combination with specific short video cases,this paper detailed and analyzed how Wu Minxia built her public image by short video and what kind of personal image she created.Content analysis is mainly used to classify various elements presented in Wu Minxia’s short videos.Then according to the classification analysis of different elements in the public image of the personal shaping of the role.After that,summed up Wu Minxia’s personal image from the internal image and external image aspects.Finally,according to the research results,some suggestions are given for sports celebrities to build their public image through short videos.Based on the case study of Wu Minxia’s short videos,this paper explores the feasibility of sports celebrities’ public image self-building through the short video platform.And gives suggestions for the future development of relevant image presentation: enlarge the advantages,content style close to the audience;enrich skills and improve media literacy;strengthen accountability and promote health information dissemination,which has certain enlightenment and significance for sports celebrities’ self-shaping public image.This kind of high-quality short video is also has a positive role to guide the masses to participate in sports,pay attention to physical and mental health,and improve the quality of life.