Analysis Of Media Image Of Female Athletes In New Sports Mainstream Media

With the improvement of the availability of media power and the awakening of women’s self-awareness,women pay more and more attention to the use of their own social rights,and in the field of sports,women’s participation in sports and sports performance are not inferior to men,and even achieve more than men’s results.The media portrayal of female athletes is also attracting more attention.The status of women in the field of sports can be reflected through the media image of female athletes,and the media image of female athletes affects the overall progress of sports and can even measure the progress of society.As an important tool for presenting women’s sports and disseminating women’s sports culture,the media should truly present the image of female athletes to reflect the respect for women’s sports,the correct examination of women’s values,and the spirit of fair and just sportsmanship.This study takes the texts of the public accounts of "CCTV Sports" and"Sports Weekly" in 2022 as the research scope,and uses various research methods such as text analysis and content analysis to summarize the presentation and characteristics of the media image of female athletes affected by political,economic,cultural and other factors,and attempts to analyze the reasons for constructing and presenting the image of female athletes.The research has concluded that the media constructs the image of female athletes based on the performance in the field and the career background of the athletes,and at the same time shows the uniqueness of each athlete by sketching the personality of female athletes.Their brave and resolute sportsmanship and their outstanding athletic ability carry the important mission of enhancing national cohesion and stimulating patriotism.Interspersed with the description of the career background of female athletes,the presentation of female athletes’ images is more diversified,personalized and degendered,and the focus shifts from teams to individuals,which is the characteristic of female athletes’ images in the new era under the influence of new social gender concepts,feminism and other new ideological trends.Finally,through the true reproduction of the image of female athletes by the media,the public is prompted to face up to female athletes,female sports and even further understand women,and it also provides a reference for the future development direction of mainstream media and new media integration.