International Open Access Journal Platform

中国女性运动员主流媒介形象的嬗变——基于《人民日报》（2015—2025）的报道分析

The Evolution of Mainstream Media Portrayals of Chinese Female Athletes: An Analysis of Reports in People’s Daily (2015-2025)

Leisure Sports and Health / 2025,5(2): 119-123 / 2025-10-31 23 13

View Download PDF

• Authors: 司洁
• Information:

  湖北大学体育学院，武汉

• Keywords:
  Female athletes; Media representation; People’s Daily; Gold medal narratives; Co-Shaping of images
  女性运动员; 媒介形象; 《人民日报》; 金牌叙事; 形象共塑
• Abstract: This study analyzes the construction trajectory and transformative characteristics of Chinese female athletes’ media images by examining news reports from People’s Daily between 2015 and 2025. Employing content analysis and textual analysis tools (ROST.CM6), it conducts high-frequency word statistics and semantic network analysis. Findings reveal a significant paradigm shift in reporting over the decade, transitioning from a “gold medal narrative” to “diverse co-creation”. During the initial phase (2015-2019), media representations were embedded within a national honor framework, epitomized by the “spirit of the women’s volleyball team”, portraying athletes as honor-bound embodiments figures for national glory. In the later phase (2020-2025), reporting themes diversified. While maintaining the competitive core, narratives incorporated dimensions such as “perseverance” “youth” and “social engagement”, showcasing the distinctive traits of contemporary storytellers who emphasize individuality. This expansion signifies a shift in media representations toward encompassing both personal value and social roles, reflecting the evolution of Chinese female athletes’ media images from emergence to full-fledged development. Research indicates that the image of Chinese female athletes constructed by People’s Daily has progressively shifted from a singular honor symbol to a multidimensional, co-constructed narrative. This evolution reflects both the value adjustment of media narratives under the national strategy to build a sports powerhouse and the progression of competitive athletes’ diverse social values and sports cultural connotations. 本研究以2015—2025年《人民日报》对中国女性运动员的新闻报道为样本，运用内容分析法与文本分析工具（ROST.CM6），通过高频词统计与语义网络分析，剖析了其媒介形象的建构轨迹与变迁特征。研究发现，十年间报道范式经历了从“金牌叙事”到“多元共塑”的显著转型：前期（2015—2019）媒介形象嵌入国家荣誉框架，以“女排精神”为代表，塑造了为国争光的荣誉化身形象；后期（2020—2025）报道主题趋于多元，在延续竞技主线的同时，融入“拼搏”“年轻”“社会活动”等叙事维度，呈现出彰显个性的时代叙事者特质，媒介形象开始向个体价值与社会角色拓展，体现了中国女性运动员媒介形象从破茧到共生的蝶变进程。研究表明，《人民日报》所建构的中国女性运动员形象，逐步从单一的荣誉符号转向多维共塑的立体叙事，这一过程既折射出体育强国战略下媒体叙事的价值调适，也反映了竞技体育运动员多元社会价值与体育文化内涵的演进。
• DOI: https://doi.org/10.35534/lsh.0502020 (registering DOI)
• Cite: 司洁．中国女性运动员主流媒介形象的嬗变——基于《人民日报》（2015—2025）的报道分析［J］．休闲运动与健康，2025，5（2）：119-123．