Media Image Presentation of Female Athletes in Beijing Winter Olympic Games

Taking People’s Daily’s WeChat Report as an Example

DOI

10.2991/978-2-494069-05-3_65How to use a DOI?

Keywords

Beijing Winter Olympic Games; Female Athletes; Media Image; WeChat

Abstract

The media is the final judge of the success of an Olympic Games. Winter Olympics coverage plays an irreplaceable role in national image construction and international communication. As Beijing is the only city in the world hosting double Olympic Games, it is of practical significance to study the media image of female athletes during this period for correctly constructing female social image and improving media literacy and gender awareness. The sample of this study is the reports about female athletes in the WeChat official account of People’s Daily during the Winter Olympic Games. Through content analysis, the report characteristics and media images of female athletes are analysed, and the reasons behind the formation of media images of female athletes are analysed. The study found that coverage of female athletes was overwhelmingly positive and focused on individual achievements. On the one hand, there are still a large number of reports about female athletes’ lifestyle in WeChat, strengthening the traditional female image of female athletes as sensitive and gentle. On the other hand, WeChat reports also create powerful and warm images of female athletes. Although female athletes reports cannot escape the male gaze, People’s Daily’s WeChat reports make a qualitative leap in expressing positive affirmation of female values and personality spirit. Future female athlete reports need to create more healthy, independent, professional and meaningful female images in the new era to eliminate prejudice and discrimination against female images.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yurong Li
PY  - 2022
DA  - 2022/11/19
TI  - Media Image Presentation of Female Athletes in Beijing Winter Olympic Games
BT  - Proceedings of the 2022 International Conference on Science Education and Art Appreciation (SEAA 2022)
PB  - Atlantis Press
SP  - 526
EP  - 534
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-05-3_65
DO  - 10.2991/978-2-494069-05-3_65
ID  - Li2022
ER  -