《纽约时报》中的中国竞技体育运动员媒介形象建构分析

Constructivism Analysis of Media Image of Chinese Athletes on “New York Times”

摘要: 本文采用质性研究方法，以《纽约时报》2008年1月~2012年12月间关于我国运动员的新闻报道为主要质性材料，旨在通过研究《纽约时报》对我国竞技运动员的新闻报道，定位我国竞技体育运动员媒介形象，分析国外媒体对我国运动员媒介形象的建构过程。研究结果发现，《纽约时报》将我国运动员按体制的不同分为两类，一类是市场经济体制下的运动员，一类是举国体制下的运动员；《纽约时报》构建的我国市场经济体制下运动员以正面形象为主，举国体制下的运动员报道则偏向负面；《纽约时报》对我国举国体制下运动员形象负面的塑造反应出其对我国举国体制存在偏见。建议通过利用提升运动员自身形象、对运动员进行适度包装与营销、充分利用网络自媒体，扩展发声渠道等方法重塑我国举国体制下运动员媒介新形象，提升我国竞技体育形象。

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 comments while the nationwide-system-driven ones fall on the other side. It is suggested that the Chinese 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.