Sports Stars' Cultural Consciousness Under the Market Mechanism--Taking Ding Junhui and Li Na as Examples

摘要

Through methods like web search, documentary analysis and expert interviews which aims to comprehensively analysis Ding Junhui and Li Na's answers in media interview after World Series, we think that in the current global market-oriented sports environment, the full and harmonious development of athletes' cultural qualities is one of the key factors which determine whether they are able to build up image of world sports brands value. Since personality development is a prominent reflection to cultural consciousness, the awakening of cultural consciousness which reflects athletes' charismatic personality, is one of the best symbols to demonstrate individual and national cultural images.