女性运动员媒介形象呈现研究

Research on Presentation of Media Image of Female Athletes

采用文献资料和内容分析等研究方法,对女性运动员的媒介形象呈现进行研究,为促进女性体育健康发展提供新的视角。主要结论:女性运动员媒介报道存在视觉化、商品化和符号化等多元异化的发展趋向;但也呈现出民族英雄、坚强不屈和坚持不懈的女性运动员媒介新形象。影响女性运动员媒介呈现的因素包括运动员外表与背景、个性因素和媒介自主规避等,可以从这几方面来提升女性运动员的媒介形象。

Methods of literature review, context analysis and so on are used to study media image of female athletes and provide a new angle of view for promoting the healthy development of female sports. Main conclusions： the media coverage of female athletes shows the multiple alienation trends of visualization, commercialization and symbolization; but it also presents the new media images of female athletes——national hero, unyielding and persistent. The factors that influence the media presentation of female athletes including appearance and background, personality factors and media initiative avoidance, etc. It can improve the media image of female athletes from those aspects.