全媒体时代运动员媒介形象塑造研究

摘要

运用文献资料法，阐述了运动员媒介形象概念及意义，梳理了运动员媒介形象的变迁和发展，概括出全媒体时代下运动员媒介形象的特征，为全媒体时代运动员媒介形象的塑造提供参考。%By literature reviews, this research elaborated concepts and meanings of athletes media image, sorted out its change and development, and summarized its characteristic under omnimedia era, which provided reference to shape athletes media image under omnimedia era.