新媒体背景下优秀运动员形象管理研究

Research on the Image Management of Excellent Athletes under the Background of New Media

新媒体时代的到来对各个领域产生了深远的影响,对优秀运动员的形象生成与形象维系既带来了冲击又带来了诸多的挑战。对新媒体环境下优秀运动员的形象特征,新媒体所带来的机遇挑战进行了探讨。认为新媒体环境下优秀运动员的形象体现出媒介化、商业化、明星化的特征,新媒体环境为运动员搭建了自传播的平台、扩张了运动员的传播主体,但同时也带来了隐私窥视泛滥、流言谣言难于把控等问题。提出运动员要不断的提升自身的媒介素养,提高新媒体意识,注重自身形象塑造等应对策略。

The arrival of new media era has a profound impact on all areas and bring a lot of challenges for the formation and maintenance of the excellent athletes＇ image. After discussing the image characteristics of excellent athletes under the background of new media, and the opportunities and challenges from the new media, the paper thinks the athletes＇ image shows the characteristics of mediatization, commercialization and stars, the new media environment builds a self-propagating platform for the athletes to expand their main body of communication, but the new media environment brings some problems such as inundantly peeping at privacy and difficultly holding back gossip and rumour. It suggests the coping strategy for the athletes to constantly improve themselves of media culture, new media awareness and image building.