天津体育学院学报

结合Benoit形象修复策略框架，运用内容分析法，以新浪微博为例，分析我国34名运动员失利后在微博中所使用的形象修复策略。表明，运动员使用大量强化支持和表达歉意的策略，并在Benoit策略外也使用新的策略——称赞对手。大部分形象修复策略都可以在赛事失利后使用，少数形象修复策略不适用于失利场景，形象修复策略外仍存在更符合体育场景的有效策略，使用形象修复策略的样本整体上收获了偏正向的评价。未来我国运动员可利用社交媒体并结合场景使用形象修复策略，同时需要建立赛事失利后形象修复的意识，了解并借鉴形象修复策略进行有效回应，并不断探索传统形象修复策略外其他有效失利回应策略。

Based on the framework of Benoit's image repair strategy and using content analysis method,we selected Sina Weibo as an example to analyze the image repair strategies used by 34 Chinese athletes in Weibo after their defeat.The results showed that athletes used a number of bolstering and mortification,and also used a new strategy in addition to Benoit's-praising the opponent.Most of the image restoration strategies can be used after a loss.A few image repair strategies don't work in loss scenarios;Besides the image repair strategy,there are still effective strategies more in line with the sports scene.The sample using the image restoration strategy received an overall positive evaluation.In the future,Chinese athletes should make use of social media and use the image repair strategy in combination with the scene.At the same time,they should establish the awareness of image repair after losing the competition.To understand and learn from the image repair strategy for effective response,and continue to explore other effective failure response strategies other than the traditional image repair strategy.