Research On The Media Image Construction Of Yuzuru Hanyu, A Japanese Winter Olympic Athlete, In China From The Perspective Of Integrated Medi

Athletes have always had a high degree of attention in competitive sports,and in the era of integrated media,athletes have become a "media product" with infectious power,and elite sports culture has gradually developed in the direction of civilianization,and the media image of athletes has gradually become rich and diversified,while the audience gets the image of athletes directly through sports events.As the media reports and receives feedback from the audience,sports news reports need to cater to the audience’s tastes in order to gain traffic.With the increase of new media platforms,the audience needs to know more about the athletes,and the media image of athletes gradually becomes diversified.This paper takes the media images of Yuzuru Hanyu in the 2014,2018 and 2022 Winter Olympics as the target,and uses Sina.com’s news coverage of Yuzuru Hanyu in these three Winter Olympics themed websites to study the media images of Yuzuru Hanyu in the Winter Olympics.Firstly,the media image of Yuzuru Hanyu is diversified and personalized,and the media image of Yuzuru Hanyu is presented as an elite athlete,an iconic sports star and a "good friend" of China;secondly,as a foreign athlete favored by media and audiences in China,his media image is constantly being actively constructed.Finally,with the development of mass sports in China,the media and audiences have a deeper understanding of the Olympic spirit,and athletes have to face a more relaxed public opinion environment,especially foreign athletes.