Abstract
With the media explosion of Ailing Gu and other athletes at the Beijing Winter Olympics, the topic of the media image of gold medal athletes had attracted much academic attention again. The current study reviewed the media image of gold medalists from two aspects, the developing trends and the factors including communication medium, subjects, and audience. The results showed that the media image of athletes showed a trend of diversified and commercialized content, which was closely related to the more diverse communication platforms, rich communication subjects, and wide audience in the new media era. Communicators message filter, a strong sense of social responsibility for the athletes, and a better media literate of the audience were necessary to cope with the problems that appear during its development. These findings were critical for better understanding China's economic and social development and examining ideas and methods for improving public perception of sports culture.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Lecture Notes in Education Psychology and Public Media
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
