The Evolution of Mainstream Media Portrayals of Chinese Female Athletes: An Analysis of Reports in People’s Daily (2015-2025)

This study analyzes the construction trajectory and transformative characteristics of Chinese female athletes’ media images by examining news reports from People’s Daily between 2015 and 2025. Employing content analysis and textual analysis tools (ROST.CM6), it conducts high-frequency word statistics and semantic network analysis. Findings reveal a significant paradigm shift in reporting over the decade, transitioning from a “gold medal narrative” to “diverse co-creation”. During the initial phase (2015-2019), media representations were embedded within a national honor framework, epitomized by the “spirit of the women’s volleyball team”, portraying athletes as honor-bound embodiments figures for national glory. In the later phase (2020-2025), reporting themes diversified. While maintaining the competitive core, narratives incorporated dimensions such as “perseverance” “youth” and “social engagement”, showcasing the distinctive traits of contemporary storytellers who emphasize individuality. This expansion signifies a shift in media representations toward encompassing both personal value and social roles, reflecting the evolution of Chinese female athletes’ media images from emergence to full-fledged development. Research indicates that the image of Chinese female athletes constructed by People’s Daily has progressively shifted from a singular honor symbol to a multidimensional, co-constructed narrative. This evolution reflects both the value adjustment of media narratives under the national strategy to build a sports powerhouse and the progression of competitive athletes’ diverse social values and sports cultural connotations.