“她力量”的彰显:北京冬奥会中我国女性运动员媒介形象构建——框架理论视域下《体坛周报》报道审析

The Manifestation of “She-power”:Media Image Construction of Chinese Female Athletes in the Beijing Winter Olympics——A review of Sports Weekly's reporting in the context of framing theory

随着国际奥委会倡导的性别平等和女性社会地位的提升,女性运动员在媒体报道中日趋形成一股“她力量”。基于框架理论,对2022年北京冬奥会比赛期间《体坛周报》针对我国女性运动员的新闻报道情况进行统计和梳理。发现报道内容以介绍运动员获奖情况为主,报道立场以正面态度为主,报道主题以传播比赛内容和体育精神为主,展现出我国女性运动员自立自信、勇敢坚韧、追求成功与突破自我的性格特质,构建起“享受体育的自我突破者”“绽放个性的青年奋斗者”和“重塑定义的女性支持者”的媒介形象。进一步分析媒介形象的构建机理,得出其受社会环境变化、价值观念引导、国家政策以及媒介自身的实践规律等因素的影响,希望更多媒体能够关注和建立我国女性运动员的媒介形象,以“她力量”促进新时代体育价值观和体育精神的传播。

With the promotion of gender equality and the advancement of women's social status advocated by the International Olympic Committee,female athletes are increasingly forming a “She-power” in media coverage.Based on the framework theory,this paper statistically analyzes and sorts out the news coverage of Chinese female athletes in the Sports Weekly during the 2022 Beijing Winter Olympics.It is found that the content of the report mainly introduces the awards situation of athletes,the position of the report mainly focuses on positive attitude,and the theme of the report mainly focuses on the dissemination of the content of the game and sportsmanship,showcasing the character traits of Chinese female athletes who are independent,confident,brave and resilient,pursuing success and breaking through themselves.It constructs a media image of “self-breaking people who enjoy sports”,“young fighters who bloom their personalities” and “female supporters who reshape their definitions”.The mechanism of media image construction is further analyzed,and it is concluded that it is influenced by factors such as changes in the social environment,value guidance,national policies and the practice law of the media itself.It is hoped that more media can pay attention to and establish the media image of China's female athletes,and promote the dissemination of the values and spirit of sports in the new era with “She-power”.