商务传媒学院知识库

摘 要

体育赛事是主流媒体的重要的报道内容，体育赛事的报道核心是运动员的报道，主流媒体所塑造的运动员媒介形象作为重要的大众传媒产品，对受众产生着深远影响。谷爱凌作为滑雪运动员参加赛事展露头脚。从放弃美国国籍，加入中国国籍，准备为国而战那一刻开始，不论是作为体育运动员的谷爱凌还是日常生活中的谷爱凌，都成为了全世界媒体关注的对象。凭借在滑雪运动方面的强劲实力、特殊的“归化”身份、超高颜值成为北京冬奥会主流媒体报道的重点，在冬奥期间相关于谷爱凌的报道占据了各大报纸的版面。

本文在传播学视域下，以2019－2022年两家主流媒体《人民日报》和《中国体育报》对谷爱凌的相关报道作为研究对象，使用内容分析和文本分析法，结合框架理论，从报道的宏观、中观、微观三个层面对报道的内容进行综合分析，得出主流媒体构建的谷爱凌媒介形象的个性化呈现以及从构建的方式和共性找出主流媒体对于其媒介形象报道的不足之处，并提出针对性意见。

通过研究主流媒体对谷爱凌媒介形象构建的个案，可以提升受众对于媒介形象的认知、为其他运动员媒介形象的构建提供蓝本、增加采编者对于主流价值观的宣传引导，优化运动员媒介形象的社会功能。

Abstract

Sports events are an important part of mainstream media coverage, and the core of sports event coverage is the coverage of athletes, and the media image of athletes shaped by mainstream media has a profound impact on the audience as an important mass media product. Gu Ailing has made her debut as a skier in the event. From the moment she gave up her U.S. citizenship to join the Chinese nationality and prepare to fight for her country, both as a sportsman and in her daily life, Gu Ailing became the object of media attention all over the world. With her strong strength in skiing, her special "naturalized" status, and her superb face, she became the focus of mainstream media coverage of the Beijing Winter Olympics, and during the Winter Olympics, reports about Gu Ailing occupied the pages of major newspapers.

This paper takes the reports on Gu Ailing by two mainstream media, People's Daily and China Sports News, from 2019 to 2022 as the research object under the perspective of communication science, and uses content analysis and text analysis methods, combined with frame theory, to comprehensively analyze the content of the reports from the macro, meso and micro levels of the reports, and concludes that the mainstream media constructed Gu Ailing By using content analysis and textual analysis, we analyzed the content of the reports from three levels: macro, meso and micro, and found out the individualized presentation of Gu Ailing's media image constructed by mainstream media, as well as the shortcomings of mainstream media's coverage of her media image from the way of construction and commonality, and put forward targeted opinions.

The study of the construction of Gu Ailing's media image by mainstream media can improve the audience's perception of media image, provide a blueprint for the construction of other athletes' media image, increase the editorial staff's propaganda and guidance of mainstream values, and optimize the social function of athletes' media image.