自塑和他塑视角下中国女性运动员媒介形象建构和传播策略——以北京冬奥会相关报道为例

Media Portrayals and Communication Strategies of Chinese Female Athlete at the Beijing Winter Olympics

文章以2022年北京冬奥会选手谷爱凌为个案,基于341篇新闻媒体报道和11980条新浪微博评论的词义共现网络分析,采用文本分析法从自塑和他塑两种视角解读其媒介形象,为新时代中国女性运动员媒介形象建构提供策略参考。研究认为:谷爱凌的自塑形象是独立自律的成功女性运动榜样,具体建构路径包括专业竞技领域的性别平权、从原生家庭汲取女性鼓励、拥抱商业并重新定义美与时尚以及主动进行女性体育发展的议题设置;谷爱凌的他塑形象是友善、具有国际视野的中国体育形象大使,具体表现为热爱并传播中国文化,传递传播关爱队友、尊重对手、挑战极限等奥林匹克精神,并在社交媒体平台与Z世代粉丝平等友好互动。由此提出新时代中国女性运动员的媒介形象建构策略。

This paper explores the media portrayals and narratives of Eileen Gu,the three-gold-medal winner in 2022 Winter Olympics.Through a text analysis of 341 news pieces and 11,980 Sina Microblog comments,it elaborates from two perspectives of self-shaping and other-shaping.Gu's case is believed to shed light on the construction of the media image of Chinese female athletes in the new era.A prone into Eileen Gu's social media posts and her speecheson and off the arena reveals that she is an independent,self-disciplined and successful female sports role model.While in the narrative of Chinese media,Gu is portrayed as a naturalized athlete who loves and spreads Chinese culture,a female ambassador exhibiting friendliness,modesty,and generosity to her competitors and teammates,and a Generation Zgenius interacting equally and friendly with fans.