《纽约时报》中的中国竞技体育运动员媒介形象建构分析.pdfVIP

Advances in Social Sciences 社会科学前沿, 2015, 4, 13-18 Published Online March 2015 in Hans. /journal/ass /10.12677/ass.2015.41003 Constructivism Analysis of Media Image of Chinese Athletes on “New York Times” Dan Guo, Jianwei Zhong, Yuhua Liu, Rong Huang, Chengqiu Gong School of Physical Education, Jiangxi Normal University, Nanchang Jiangxi Email: zhongjw04@126.com th th th Received: Mar. 27 , 2015; accepted: Apr. 14 , 2015; published: Apr. 17 , 2015 Copyright © 2015 by authors and Hans Publishers Inc. This work is licensed under the Creative Commons Attribution International License (CC BY). /licenses/by/4.0/ Abstract This paper, using qualitative research methods, analyzes news reports on Chinese athletes from “New York Times” between January 2008 and December 2012 to figure out the media image of Chinese athletes and its construction process. The study shows that two categories are found for the Chinese athletes, namely market-economy-driven and nationwide system-driven athletes. In “New York Times”, the market-economy-system-driven athletes receive primarily positive com- ments while the nationwide-system-driven ones fall on the other side. It is suggested that the Chi- nese athletes’ media image needs to be reshaped by appropriate packaging and marketing, proper use of various media channels, and increase on communication means etc., in order to upgrade our athletic sports image. Keywords Athletes’ Media Image, Foreign Media, New York Times, Athletics, The Nationwide System, Market Economy System 《纽约时报》中的中国竞技体育运动员媒介 形象建构分析 郭 丹，钟建伟，刘玉华，黄 蓉，龚成秋 江西师范大学体育学院，江西 南昌 Email: zhongjw04@126.com 收稿日期：2015年3月27 日