Abstract
The media images shaped by female sports stars are inextricably linked to the attention of their audiences. However, what kind of compound paths influencing factors have followed to promote their “popularity” remains a key research issue in journalism and communication research. According to this study, female sports stars carry symbolic capital with symbolic meaning, and multiple influencing factors work together in the construction of their media images. After a qualitative comparative analysis of the fussy sets of short video communication content, this study argues that the explanatory variables, such as “material image”, “aesthetic image”, “production threshold”, “scene adaptation” and “emotional evocation” of female sports stars exert a significant impact on the result that “female sports stars are highly popular” and constitute key factors for the “popularity” of female sports stars.
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