运动员媒介形象塑造与“Z时代”体育传播对我国的发展价值——以花样滑冰优秀运动员羽生结弦为例

Athletes’ Media Image Shaping and Development Value of "Z Era" Sports Communication to China——Taking Figure Skater Yuzuru Hanyu as an Example

通过文献综述法、历史分析法对花样滑冰小将羽生结弦的成名史进行理性分析,发现这对于我国运动员媒介形象的塑造具有一定的借鉴价值:选择符合“Z时代”的审美观念的运动员;把控商业性和职业性的区别;调控社会舆论导向;提前准备体育传播部署;满足“Z时代”消费特征,运用新媒体新传播;加大体育国际话语权,搭建国内外媒体宣传矩阵。运动员媒介形象的塑造对于我国具有三方面的意义:挖掘我国体育运动员的多维度价值;带动我国大众参与体育竞赛活动;传播具有我国特色的体育精神。该文以羽生结弦的成名作为个案进行系统化的分析,关联运动员媒介塑造与“Z时代”体育传播之间的关系,以期为我国的体育传播提供理论价值。

By means of literature review and historical analysis, this paper makes a rational analysis of the fame history of the young figure skater Yuzuru Hanyu. The research found that it has certain reference value for shaping the media image of our athletes: select athletes who conform to the aesthetic concept of the "Z era", control the difference between commercial and professional, regulate the guidance of public opinion, prepare sports communication deployment in advance, meet the consumption characteristics of the "Z era", new media new communication, increase the international voice of sports, and build a domestic and foreign media publicity matrix. The shaping of the media image of athletes has three aspects of significance for our country: mining the multi-dimensional value of our sports athletes;Drive the public to participate in sports competitions;Disseminate sports spirit with Chinese characteristics. This paper makes a systematic analysis of the relationship between the media shaping of athletes and the sports communication in the "Z era" by taking the rise and fall of fame as a case, in order to provide theoretical value for the sports communication in China.