A Qualitative Research on the Public Image Building of Chinese Elite Athletes

With the method of qualitative analysis, choosing 671 " Chinese elite athletes" texts from China Youth Daily, People's Daily and other Chinese mainstream media, through 19 Olympic champions, this paper made study on the formation background, influential elements and blocking strategy of the current Chinese elite athletes.The result showed that 1) The four core areas of the public image contents are extracted through three stages:open, axial and selective coding.These are summarized as follows:public influence, speech act, influential factors and blocking strategy.Based on the event reporting, the theoretical model of elite Chinese athlete's image is adopted.2) The influential factors are classified into three categories such as the individual factors of athletes, related personnel factors and environmental factors.3) Speech acts are divided into three main types that are verbal, behavior and attitude express.4) The three strategies are proposed: organization&administration, crisis public relation, and brokerage team.