A020: Study on the Media Image of Guizhou Village Super League Based onthe Grounded Theory

Background: The report of the 20th CPC National Congress emphasizes that Chinese-style modernization entails the harmonious development of material and spiritual civilization, with the rural masses' spiritual and cultural well-being serving as a crucial indicator for rural revitalization and broader economic and social progress. In this context, "VBA", "village super" and other rural sports events are popular throughout the Internet, enriching people's spiritual and cultural life, injecting new vitality and vitality into the cause of national fitness, and contributing new ideas to rural revitalization and ethnic integration development. Guizhou village Super League refers to the Rongjiang (Sanbao Dong Village) and the United States Rural Football Super League in Qiandongnan, Guizhou Province. This competition will start on May 13, 2023, and finish on July 29 of the same year. After that, a series of football matches will be held regularly in the host place of the United States Rural Football Super League, also known as Guizhou village Super League by the masses. Method: This paper used Grounded Theory to encode text data related to Guizhou village Super League, and constructed a theoretical model of media images of Guizhou village Super League. The research data came from the news text reports, news video texts, journal articles, and interview texts of 7 people, including staff of local functional departments in Rongjiang. Result: The findings revealed that the media image of the Guizhou Village Super League is characterized by its vibrant atmosphere, pure sporting competition, inclusive celebration involving all members of society, and fusion with local customs. The ethnic diversity and cultural richness exhibited in this competition are identified as key drivers shaping its media representation. Conclusion: Based on these findings, suggestions for advancing rural sports events in China included: 1) integrating superior resources to establish distinctive stadiums; 2) preserving local characteristics while organizing authentic competitions; 3) promoting coordinated governance among functional departments to safeguard people's autonomy; 4) transforming such events into platforms for cultural exchange aimed at bolstering confidence in Chinese culture.