Research on the Construction of Social Media Images of Sports Athletes-Taking the TikTok Platform during the Paris Olympic Games as an Example

This study takes the TikTok platform during the Paris Olympic Games as an example to analyze the social media image construction of 10 representative global sports athletes. It is found that TikTok provides a cyber stage for global athletes to display their professional image and personality by virtue of entertainment, interaction, and multilingual support. However, there are also problems such as image deviation and uneven cross-cultural communication. Therefore, multiple subjects should work together: athletes should balance entertainment and specialty, platform optimization algorithms should be vigorously promoted, and sports communication should strengthen cross-cultural integration to jointly promote the development of sports communication.