围棋运动员柯洁个人微博中自我形象塑造研究

Self-image shaping of Chinese Go player Ke Jie via microblog

选取2015年-2018年柯洁新浪微博所发布的内容为主要研究材料,对柯洁在个人微博中的形象发展进行分析。柯洁形象塑造划分为三个阶段:"特务柯洁"的潜伏时期;"柯洁大棋渣"的成长时期;"棋士柯洁"的成熟时期。柯洁通过社交平台主动塑造自我形象效果显著,社会影响力逐渐增长,对围棋推广和围棋文化的传播有一定影响,同时也存在争议。运动员应主动参与自身形象的塑造,以优异的竞技成绩为基础,积极运用网络社交平台更好地展现个人魅力,提高社会影响力,促进运动项目的发展,传播体育文化与体育精神正面价值。

Ke Jie is a professional nine-stage chess player in Chinese Go. At the age of 21 , he became the youngest seven -champion in the world. The paper selected the released message of Ke Jie in the Sina Weibo from 2015 to 2018 as the main research content, analyzed the development of Ke's image. Ke's image can be divided into three stages, namely: the latent period of "spy Ke Jie", the growth period of Ke Jie, the mature period of " chessman Ke Jie". Ke's initiative to shape self-image through social platforms is significant. Ke's social influence is gradually increasing, which has certain influence on the spread of Go culture. There are also some controversies. It is suggested that players should take the initiative to participate in the shaping of their own image, based on excellent athletic performance, actively use social platforms such as Sina Weibo to better display their personal charm, improve social influence, promote the development of sports programs, and disseminate sports culture and sportsmanship.