自2016年开始，国家对于电竞行业有了政策的明确支持，正规的大型电竞赛事体系开始多元化，电竞产业链条及商业模式逐步拓展，电子竞技行业迈入蓬勃发展的新时期。2017 年 4 月，亚奥理事会宣布，电竞正式成为2022年杭州亚运会的正式比赛项目，成功入亚是电竞行业被国际接纳与认可的重要标志。在多种因素推动下，媒体对于电竞行业的关注度也在逐渐提高，其新闻报道所塑造出的媒介形象也渐趋丰满。

本文以人民网与腾讯网为研究窗口、以内容分析为主要研究方法，采集 2016-2020年以来有关电竞行业的相关新闻报道共518篇，并利用 SPSS、SnowNLP等分析工具进行全样本内容分析与数据挖掘。研究以西方语境下媒体对于电竞行业的新闻报道为参照，梳理并展示中国语境下电竞行业通过国内媒体报道所呈现出的媒介形象。观点指明：电竞行业的整体媒介形象呈现出“去标签化”的趋势，同时作为一股具有积极效用的文化力量，产生着深远的传播影响，电竞人物在英雄主义叙事下呈现出“追梦人”的正面形象。

本研究进一步揭示国内不同媒体对于电竞行业的报道所呈现出的媒介形象及其差别表现：在深度与专业性上，人民网占据优势；而在电竞赛事报道的维度丰富性及受众吸引力层面，腾讯网更胜一筹。研究认为，这些差异是背后多种因素交织推动的结果，不仅体现出政治话语与经济话语的相互博弈，更有媒体自身性质与立场的影响。论文还就报道所产生的传播效果进行观察，结果发现：一方面，用户的反馈内容多集中于电竞赛事报道层面，爱国情怀与竞技色彩浓厚，带有积极倾向的修饰词词频分布更高；但另一方面，整体情感色彩趋向消极，用户的反馈与评论渐趋理智。结尾，本文为主流媒体与专业性门户网站在电竞领域的未来报道提供策略性建议，以期为电竞行业创造更健康、积极的舆论环境，推动电竞行业的良性发展。

Since 2016, the state has provided clear policy support for the e-sports industry, the formal large-scale e-sports event system has begun to diversify, the e-sports industry chain and business model have been gradually expanded, and the e-sports industry has entered a new period of vigorous development.In April 2017, the Olympic Council of Asia (OCA) announced that e-sports would be an official event of the 2022 Asian Games in Hangzhou. The successful entry of e-sports into Asia is an important symbol of international acceptance and recognition of the e-sports industry.Under the impetus of many factors, the media's attention to the e-sports industry is also gradually increasing, and the media image shaped by its news reports is also gradually becoming fuller.

In this paper, with People's Daily Online and Tencent as the research Windows and content analysis as the main research method, a total of 518 news reports related to the e-sports industry from 2016 to 2020 are collected, and the analysis tools such as SPSS and SnowNLP are used for full sample content analysis and data mining.This study takes the news reports of the e-sports industry in the western context as a reference to sort out and show the media images of the e-sports industry in the Chinese context through domestic media reports.The viewpoint points out that the overall media image of the e-sports industry shows a trend of "de-labeling". At the same time, as a cultural force with positive effects, e-sports characters present a positive image of "dream-chaser" under the heroic narrative.

This study further reveals the media images presented by different domestic media on the e-sports industry and their different performance: in terms of depth and professionalism, People.com.cn has the advantage;However, in terms of the richness of dimensions and audience attraction of e-sports reports, Tencent is better.It is believed that these differences are the result of the interweaving and driving of various factors behind them, which not only reflect the game between political discourse and economic discourse, but also the influence of the nature and stance of media itself.The paper also observed the communication effect of the reports. The results showed that: on the one hand, the feedback content of users mostly focused on the level of e-sports reports, with strong patriotic feelings and competitive colors, and the word frequency distribution of modifiers with positive tendencies was higher;But on the other hand, the overall emotional tone tends to be negative, and user feedback and comments tend to be rational.At the end, this paper provides strategic suggestions for the future reports of mainstream media and professional portal websites in the field of e-sports, in order to create a healthier and positive public opinion environment for the e-sports industry, and promote the benign development of the e-sports industry.