Author(s)

Li Jiaqi ¹, Xue Yawen ¹

Affiliation(s)

¹ Central University of Finance and Economics, Beijing, China

Corresponding Author

Li Jiaqi

ABSTRACT

The technological advancements has expanded the spread of the media, while the global economic growth has prompted greater emphasis on industrial balance and the development of tertiary industries. This paper analyzes the high-income phenomenon of professional tennis athletes, revealing the crucial role of media in promoting the development of sports industry and enhancing the commercial value of athletes from the perspective of media sociology. Taking professional female tennis players as an example, this study explores the relationship between new media and the development of tennis competitions, as well as how media shapes athletes' images and boosts their commercial value. The research finds that media not only serves as a bridge for information transmission but also a significant force in shaping public perception and driving market trends. The rise of new media has provided more diversified channels and opportunities for the promotion of tennis tournaments and the exploitation of athletes' commercial value. This study contributes to a deeper understanding of the immense role of media in the development of tertiary industries exemplified by the sports industry.

KEYWORDS

Female tennis players, emerging media, sponsors, television, audience

CITE THIS PAPER

Li Jiaqi, Xue Yawen, Exploring the High-Income Phenomenon of Professional Tennis Athletes from the Perspective of Media Sociology: A Case Study of Professional Female Tennis Players. Media and Communication Research (2024) Vol. 5: 104-110. DOI: http://dx.doi.org/10.23977/mediacr.2024.050316.

REFERENCES

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[2] Lebel K, Danylchuk K. Tennis and social media [M]//Routledge Handbook of Tennis. Routledge, 2019: 329-337.
[3] Garcia-del-Barrio P, Pujol F. Sport talent, media value and equal prize policies in tennis [M]//The Economics of Competitive Sports. Edward Elgar Publishing, 2015: 110-151.
[4] Shang Ximeng. Research on the Mediatization of Sports in the Chinese Context [D]. Beijing Foreign Studies University, 2021. DOI: 10.26962/d.cnki.gbjwu.2021.000341.
[5] Fang Fangzhi. Television Media - The Leading Force of Tennis [J]. Tennis World, 2001, (04): 20. 
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