:1000-677X(2014)04-0049-09 2014(34)4 CHINASPORTSCIENCE Vol.34No.449-572014. A QualitativeResearchonthePublicImage BuildingofChineseEliteAthletes WANG YingSHIYan : 2001 2013 671 19 :1) 3 4 ; ;2) 3 ;3) 3 ;4) : : ; ; ; Abstract:Withthemethodofqualitativeanalysischoosing671 Chineseeliteathletes texts from ChinaYouth DailyPeople'sDailyandotherChinese mainstream mediathrough19 O- lympicchampionsthispapermadestudyontheformationbackgroundinfluentialelementsand blockingstrategyofthecurrentchineseeliteathletes.theresultshowedthat1)thefourcore areasofthepublicimagecontentsareextractedthroughthreestages:openaxialandselective coding.thesearesummarizedasfolows:publicinfluencespeechactinfluentialfactorsand blockingstrategy.basedontheeventreportingthetheoreticalmodelofelitechineseathlete simage isadopted.2)theinfluentialfactorsareclassifiedintothreecategoriessuchastheindividualfactors ofathletesrelatedpersonnelfactorsandenvironmentalfactors.3)speechactsaredividedintothree maintypesthatareverbalbehaviorandatitudeexpress.4)thethreestrategiesareproposed: organization&administrationcrisispublicrelationandbrokerageteam. Keywords:China;eliteathletes;publicimage;building :G80-05 :A 1 20 1.1 90 1.1.1 [15] 2001 2013 () [19] () 20 90 :2013-09-14; :2014-01-17 : (20122007) : (1975-) Tel:(0351)7010367E- (MediaFigure) mail:helen1125@163.com; (1966-) (Representation) E-mail:tyshiyan@163.com : 030006 ShanxiUniversityTaiyuan030006China. 49
2014(34)4 6X 1.3.2 1. 671 1.1.2 (Concepts) (Category) 19 10 9 ;5 ( 2013); 89% ATLAS.Ti7.0 2. (Maturityperformance (Causalcondition) (Phenome- stage) (Initi- non) (Context) (Interveningcondition) ation/trainingstage) (Retirementstage) / (Action/interaction) (Consequence) 6 [19] [18] 1.2 ATLAS.Ti7.0 Strauss / [21] (1991) Nvivo8.0 MAXQDA ATLAS.Ti7.0 3. [18] 1) ;2) ;3) 1.3 ;4) [18] 1.3.1 2 2.1 1 2001 2013 2008 (1) 1 ;2011 2013 Table1 PublicImages ContentAnalysis CodingonChineseEliteAthletes E : E10( )E21E32E43~5 E5 6 F : F1. (Oficials)F2. (Coaching& Team Leader& Athletes)F3 (Media & Journalists)F4. (Scholar& ResearchInstitutions)F5. (Supportive) F6. (BusinessGroups& Spokespersons)F7. G : (3 4) 3 ( ) (Axialcoding) 1 2001 2013 Figure1. 2001 2013PublicImages Article NumberTrendonChineseEliteAthletes 1 3 :E1F4GX 2 2008 2006 50
: 2 3~5 6 0; F6 F7 2007 3~5 6 2008 0 2 2001 2013 SourceTypeReferenceNodeonChineseEliteAthletes Figure2. 2001 2013PublicImages Source StatisticsonChineseEliteAthletes 3 2008 2.2 F3 :F4 F2 F1 F5 F6 F7 2008 2.2.1 F3 2008 511 F3 F1 F4 2008 F2 F5 F5 3 2001 2013 Figure3. 2001 2013Publicimages Statistical 2008 47 (g1~g47) 14 (G1~G14)(2) 2 : Table2 PublicImages OpenCodingResults:ConceptCategoryonChineseEliteAthletes G1 G2 G3 G4 G5 G6 G7 G8 G9 G10 G11 G12 G13 G14 (101) g1 (43) g2 (25) g3 (13) g4 (20) (77) g5 (12) g6 (37) g7 (23) g8 (5) (46) g9 (11) g10 (9) g11 (15) g12 (7) g13 (4) (55) g14 (4) g15 (5) g16 (26) g17 (11) g18 (9) (45) g19 (5) g20 (3) g21 (1) g22 (13) g23 (6) g24 (2) g25 (15) (39) g26 (13) g27 (26) (36) g28 (3) g29 (2) g30 (21) g31 (10) (24) g32 (3) g33 (13) g34 (5) g35 (3) (13) g36 (2) g37 (11) (13) g38 (13) (12) g39 (6) g40 (6) (11) g41 (7) g42 (4) (23) g43 (16) g44 (7) (15) g45 (7) g46 (5) g47 (3) 51
2014(34)4 2.2.2 4 75% 25% 2. (subcategory) [15] 22% 15% 3. 3 0 4. 5 4 5. Figure4. PublicImages MainCategory Exemplar ModelsonChineseEliteAthletes 3 2.2.3 3.1 14 (6) 4 4 2.2.4 3 (5) 6 5 Figure5. PublicImages Nature TrendonChineseEliteAthletes 6 Figure6. PublicImage-BuildingTheory 5 107 ConstructiononChineseEliteAthletes 72 331 65% 21% 14% 3 : / 1. ; 80% 20% ; 52
: ( 2010) 3.2 3.2.1 3.3 3.3.1 4 20 (verbal) (behavior) (atitude)3 (3) 50 60 20 70 80 20 90 2000 3 Table3 ChineseEliteAthletes Improper [10] WordsandDeedsClassificationList 2000 (verbal)(26) ; ; ; 2008 (behavior)(11) ; ;; (atitude)(9) ; ; ; ( ) : 3 34% 3.2.2 1. 2000 [11] 2011 : [12] ; 2004 [12] (tantruminpublic) 2. 53
2014(34)4 3.4 3. 3.4.1 4 1. [11] ( ) 20 80 90 ( 80 90 ) 2008 2008 80 90 ( ) SUN ; 4. (TIME) (2000) (2002) (2012) ; (2013) ( ) SalotAlzuru(2001) [9] 2008 : 54
: 2. 3.4.2 [5] 1. [6] : (1) ; [13] 3. (2) : : 20 80 20 90 2000 80 90 4. 55
2014(34)4 [8] 2. (2) 19 1/3 [17] [14] [14] [4] 2. ; 3. [13] 3.5 3.5.1 ; 20 50 60 80 90 (2013) 20 50 60 ; 20 80 90 3.4.3 1. (1) 3.5.2 (Pseudo Environment) 56
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