退役后李娜在我国网络媒体报道中的媒介形象研究

发布时间：2018-06-21 06:52

本文选题：网络媒体 + 李娜　；参考：《北京体育大学》2017年硕士论文

【摘要】：网络媒体在体育传播领域的影响力逐步扩大,其报道议题、报道方式和形成的媒介舆论对体育文化的发展起到了非常重要的建设作用。其中,对优秀运动员和竞技体育项目的报道,对推进职业体育的发展起到了积极促进的作用。在职业运动员的形象塑造方面,也发挥了主体建构功能。目前关于这一领域的研究还相对较少。本文立足于网络媒体的时代背景下,将研究的重点放在退役后李娜的媒介形象,运用文献资料法、文本分析法、专家访谈法、数理统计法和逻辑分析法等研究方法,选取国内规模最大的网络媒体腾讯网的报道文本为研究对象,以2014年9月19日到2016年6月19日这段期间的新闻报道为主要研究主体,分析了李娜退役后在网络媒体下的媒介形象,为运动员在公众面前塑造一个良好的媒介形象提供帮助。与此同时,通过对李娜报道文本的研究,挖掘网络媒体报道的方式和特点,分析目前存在的问题,并提出相应的意见和建议。研究表明:退役后的李娜媒介形象呈现多元化的特点;在解析网络媒体对李娜媒介形象塑造的过程中,发现运动员的媒介形象是一个受内外环境影响的多因素综合体,会受到运动员本身的因素、媒介引导因素和媒介与受众相互影响因素三方面的影响;网络媒体在对李娜形象塑造的过程中,会受到各方利益的驱使,对信息进行有选择的筛选,这对受众的认知会产生引导,造成与李娜本人的实际情况有偏差,这是引起李娜与大众媒体发生冲突的导火索。媒体在信息传递的过程中存在对运动员形象塑造错位或越界的现象,这是本文在探讨媒介形象之外更深层次的思考。文章针对其中存在的问题,提出了合理化的建议,并提出:运动员作为传播的主体,自身需要注意自己在公众心目中的媒介形象,注意自己的言行,维护一个良好的媒体关系。
[Abstract]:The influence of network media in the field of sports communication has gradually expanded, and its reporting topics, reporting methods and media public opinion have played a very important role in the development of sports culture. Among them, the report of elite athletes and competitive sports events, to promote the development of professional sports has played an active role in promoting. In the image of professional athletes, also play a role in the construction of the main body. At present, the research on this field is relatively small. Based on the background of the network media, this paper focuses on the media image of Li Na after retirement, using the methods of literature, text analysis, expert interview, mathematical statistics and logic analysis, etc. QQ.com, the largest online media in China, is chosen as the research object, and the news reports from September 19, 2014 to June 19, 2016 are the main research subjects. This paper analyzes the media image of Li Na under the network media after retiring, and provides help for athletes to create a good media image in front of the public. At the same time, through the research of the Li Na report text, the paper excavates the way and characteristic of the network media report, analyzes the existing problems, and puts forward the corresponding opinions and suggestions. The study shows that the media image of Li Na after retirement is diversified, and in the process of analyzing the media image of Li Na by network media, it is found that the media image of athletes is a multi-factor complex influenced by internal and external environment. In the process of shaping the Li Na image, the network media will be driven by the interests of all parties, and the information will be selectively selected, which is influenced by the athletes themselves, the media guidance factors and the media and audience mutual influence factors, and the network media will be driven by the interests of all parties in the process of shaping the image of the Li Na. This will lead to the understanding of the audience, resulting in deviation with the actual situation of Li Na, which is the cause of the conflict between Li Na and mass media. In the process of information transmission, the media has misplaced or crossed the boundaries of the image of athletes, which is a deeper thinking in this paper besides discussing the image of media. Aiming at the existing problems, the paper puts forward some reasonable suggestions, and points out that athletes, as the main body of communication, should pay attention to their media image in the public mind, pay attention to their words and deeds, and maintain a good media relationship.
【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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