新媒体时代体育明星形象塑造价值及优化策略  

Value and Optimization Strategy of Sports Star Image Shaping in New Media Era

作　　者：贾静敬 张佃波[1] 单涛[1] JIA Jing-jing;ZHANG Dian-bo;SHAN Tao(China National Basketball Academy of China National Football Academy,Shandong Sport University,Rizhao 276800,China;College of Design and Art,Shandong Huayu University of Technology,Dezhou 253034,China)

机构地区：[1]山东体育学院国家足球学院国家篮球学院,山东日照276800 [2]山东华宇工学院设计与艺术学院,山东德州253034

出　　处：《体育文化导刊》2024年第6期34-39,共6页Sports Culture Guide

基　　金：教育部人文社会科学规划项目(21YJA890007);国家体育总局决策咨询研究项目重点项目(2024—B—11);山东省本科教学改革研究项目(M202351)。

摘　　要：运用文献资料、逻辑分析等方法,分析新媒体时代我国体育明星形象特征、塑造价值,并提出优化策略。特征:媒介形象娱乐化,个体形象立体化,角色转换多样化。价值:展现多元形象,传播体育文化;弘扬体育精神,发挥育人功效;推进体育外交,深化文化交流。优化策略:扩大体育明星榜样力量,营造良好舆论环境;搭建新媒体的宣传矩阵,加强传播体育精神;培育体育明星外交素养,加强外交人才的培养;设置育人导向网络议程,提升把关人工作能力。By using the methods of literature review and logical analysis,this paper analyzed the characteristics and shaping value of sports stars'images in the new media era,and put forward optimization strategies.Characteristics:The media image is entertainment,the individual image is three-dimensional,and the role transformation is diversified.Value:It showcases diverse images to spread sports culture,promotes the spirit of sports to play a role in educating people,and facilitates sports diplomacy to deepen cultural exchanges.Optimization strategy:We should expand the role models of sports stars to create a favorable environment for public opinion,set up the propaganda matrix of new media to strengthen the dissemination of sports spirit,cultivate the diplomatic accomplishment of sports stars to enhance the cultivation of diplomatic talents,and establish an education oriented online agenda to improve the work ability of gatekeepers.

关 键 词：体育管理 体育明星 形象塑造 新媒体时代 

分 类 号：G206[文化科学—传播学] G812