Abstract
As a growing number of Chinese female athletes participating in international sports events, the medias report on the image of Chinese female athletes has attracted lots of attention. On the basis of the existing research, this paper discusses the current characteristic of female athletes media image, the reality reason behind the presented characteristic and its possible effects, which will provide a fresh perspective for future research. Based on Pierre Bourdieus theory, this paper makes an in-depth study into the case of Chinese Olympic Champion Yang Qian. The research shows that due to the changes in media communication, market environment and political atmosphere, the image shaping of Chinese female athletes presents the characteristics of diversification and individuation. The symbolic capital they possess not only brings them sufficient commercial value, but also offers them the opportunity to reshaped the public cognition, which helps broaden the public's understanding of the gender roles of athletes.
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