国内女性网球明星的媒体传播策略分析——以李娜报道为例-analysis of media communication strategies of domestic female tennis stars - taking li nas report as an example.docx

strategy, and for the Chinese sports media to provide reasonable suggestions for coverage of female tennis star strategy.This paper selected China Sports Daily in May 2011 and won the French Open champion Li Na to the Australian Open in January 2014 Li Na won all about this time interval reported a total of 202 as samples, and the use of content analysis, quantitative research found that China Sports Daily reported on Li mainly uses seven kinds of communication strategies.In addition, the paper will be China Sports Daily and Sina Tennis Channel and New York Times that the two media were compared with regard to communication strategies Li reported, and the use of text analysis, qualitative study found that as the Chinese mainstream sports media, China Sports Daily and new media and foreign media reported on Li Na on the existence of differences in strategy.The paper also uses questionnaires way through the mass media effects research on Li reported the discovery of sports communication media on audiences more inclined to accept Lis three kinds of communication strategies.Finally, the author of the media about Lis communication strategy put forward five-point proposal.Keywords: tennisfemaleLi NaCommunication Strategy目 录一、绪论 1（一）研究缘起 1（二）研究意义 1（三）研究问题 2（四）研究方法 2（五）文献综述 2二、《中国体育报》关于李娜报道的策略分析 8（一）样本选取 8（二）类目构建 9（三）数据分析 10（四）小结 23三、《中国体育报》与“新浪网球频道”关于李娜报道的比较分析 28（一）《中国体育报》与“新浪网球频道”关于李娜报道的传播策略比较 28（二）《中国体育报》与《纽约时报》关于李娜报道的传播策略比较 33四、关于李娜报道的媒体传播策略的效果 35（一）调查的相关数据 35（二）调查的效果分析 36五、结语 43参考文献 46致 谢 49附录一：《中国体育报》关于李娜报道的内容分析编码表 50附录二：关于李娜报道的媒体传播效果调查分析问卷 52一、绪论（一）研究缘起“2009 年，/view/120697.htm国家网管中心决定允许李娜与彭帅、/view/120682.htm郑洁、/view/120700.htm晏紫 4 人“单飞”，只需将 比赛奖金的 8%和商业收益的 12%上缴中心，并无条件参加国家队赛事，便可享受教练自 由、奖金自由、参赛自由。” 1在“单飞”成行后，李娜的比赛成绩有了明显的提升， 先后夺得 2011 法网女单冠军、2014 澳网女单冠军。李娜是中国在“体制”外单飞成功 并获得如此突出成就的职业女性运动员的典型代表。李娜的成功对于中国竞技体育加快 向体育职业化、社会化转型具有重要的探索意义。人们除了关注李娜卓著的体育成就之 外，李娜也经常是媒体报道的“焦点人物”和“话题人物”。比如，“李娜呛记者”事 件、“三叩九拜”事件等等都把李娜推向了舆论的风口浪尖，可以说李娜在体育圈里是 一个个性非常鲜明的运动员。因此，对（关）于李娜的各方