中國當代的運動明星之特徵在於「社群媒體」的自我展演,從過去媒體 單向將運動員的形象播送給大眾,作為時代的英雄,為國家在國際賽場上努力拼搏,被賦予崇高、敬重的人格;至今主動地進行自我展演,顛覆了對於運動員的既定印象,在社群媒體上得以抒發自我,顯現出更為親民、活潑的一面。本文藉由微博上的自我展演內容進行文本分析,透過運動明星在社群媒體下的自我展演,藉以歸納並建構當代中國的運動明星可能之特徵與功能。

關鍵詞：自我展演、社群媒體、運動明星、體育娛樂化 

The characteristics of China's contemporary sports stars are the selfpresentation of "social media". From the past, the media broadcasts the image of athletes to the public in one-way communication. As a hero of the times, they fought hard for their country in the international stadium and endowed with adorable and respectful personality. So far, they can active self-presentation, overturning the established impression of athletes and expressing themselves on social media, and showing more friendly and lively side. Based on the text analysis of the self-presentation on weibo, the study summarizes and constructs the possible characteristics and functions of sports stars in contemporary China, through the self-performance of sports stars on social media. Keywords: self-presentation、social media、sports stars、sports infotainment