邹市明媒介形象研究

发布时间：2018-05-25 22:37

本文选题：邹市明 + 形象　；参考：《北京体育大学》2017年硕士论文

【摘要】：体育媒体一直以来报道的核心都是运动员,体育媒体所塑造的运动员媒介形象常伴随和促进着体育的传播和发展,影响了一代又一代的中国人。媒介在运动员形象的塑造过程中扮演着“把关人”的角色,一度成为左右运动员形象的首要因素。但随着媒介技术的发展以及体育体制的变革,运动员拥有了空间和机会化被动为主动,通过与媒介的互动,挖掘自身的特点和潜力,塑造自己的更加“真实”的媒介形象。如今,运动员的媒介形象已经成为决定体育运动员商业价值和社会影响力的关键。运动员如何塑造和维护自身的形象,使其价值最大化成为重要课题。本文采用文献资料法、内容分析法和数理统计法,运用定性和定量分析,从媒介塑造和和运动员自我塑造两方面探究邹市明媒介形象的构建。通过分析2003年至2016年期间,《中国体育报》和腾讯体育中关于邹市明的报道为研究对象,探究媒介对于邹市明的形象构建;通过搜集和归纳整理邹市明及其团队通过媒体的发声及活动,分析邹市明与媒介的多种互动方式,探究邹市明自我形象的构建,从而描绘出邹市明较为完整立体的媒介形象。同时,通过对邹市明不同阶段的媒介形象和报道内容进行研究,分析其媒介形象带来的社会影响研究发现:(1)媒介报道着重塑造了邹市明的运动员职业形象,并呈现阶段性特征;(2)邹市明媒介形象塑造过程中,媒体起主导作用,但邹市明通过与媒介互动主动塑造其自身形象的效果逐渐显著;(3)邹市明媒介形象有助于提升其商业价值,但长期高曝光率造成受众一定程度的审美疲劳;(4)运动员媒介形象主要受到运动成绩和运动项目的影响;(5)邹市明突出的媒介形象依赖于他的个人智慧与运动智慧。通过研究提出如下建议:(1)体育媒体的运动员报道应观点突出、话题多元,重视创新,提高对典型性人物报道的创新性和科学性;(2)体育媒体的运动员报道应注重人文关怀;(3)运动员应主动参与塑造自己的媒介形象,努力提高自己的运动成绩和社会影响力。
[Abstract]:Sports media has always reported the core of athletes, sports media image of athletes often accompanied and promoted the spread and development of sports, affecting generations of Chinese people. Media plays the role of "gatekeeper" in the process of shaping athlete's image, and once became the primary factor of determining athlete's image. However, with the development of media technology and the reform of sports system, athletes have the space and opportunity to be passive and active. Through the interaction with the media, they can tap their own characteristics and potential, and shape their own "real" media image. Nowadays, the media image of athletes has become the key to determine the commercial value and social influence of sports athletes. How to shape and maintain their image and maximize their value has become an important issue. In this paper, the methods of literature, content analysis and mathematical statistics are used to explore the construction of Zou Shiming's media image from the aspects of media shaping and athletes' self-shaping by means of qualitative and quantitative analysis. Through the analysis of Zou Shiming's report in China Sports News and Tencent Sports from 2003 to 2016, this paper explores the image construction of Zou Shiming in the media. Through collecting and summing up the voice and activities of Zou Shiming and his team through the media, this paper analyzes the various interactive ways between Zou Shiming and the media, and probes into the construction of Zou Shiming's self-image, thus depicting Zou Shiming's more complete three-dimensional media image. At the same time, through the study of Zou Shiming's media image and the content of the report at different stages, it is found that the media report focuses on shaping Zou Shiming's professional image of athletes by analyzing the social impact of his media image. The media plays a leading role in the process of shaping the media image of Zou Shiming, but the effect of Zou Shiming taking the initiative to portray his own image through interaction with the media is gradually remarkable.) the media image of Zou Shiming is helpful to promote its commercial value, and the media image of Zou Shiming plays a leading role in the process of shaping the media image of Zou Shiming. However, the long-term high exposure caused a certain degree of aesthetic fatigue of the audience. 4) the media image of athletes is mainly influenced by sports achievements and sports events. 5) Zou Shiming's outstanding media image depends on his personal wisdom and sports wisdom. The following suggestions are put forward through the study: (1) athletes in the sports media should have prominent views, diverse topics, and emphasis on innovation. To improve the innovative and scientific nature of typical character reporting (2) athletes in sports media should pay attention to humanistic care) athletes should actively participate in shaping their media image and strive to improve their sports achievements and social influence.
【学位授予单位】：北京体育大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G80-05;G206

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