在新型媒介生态中，具备多重典范特质的体育明星如何影响个体和社会值得探究。研究以 皮尔士符号学理论为基础，以奥运冠军郑钦文的相关媒介话语为典型案例，通过对《人民日报》和“小红 书”平台的跨媒介话语进行符号学分析，探讨体育明星榜样效应生成机制及具体影响。研究认为体育明 星榜样效应本质上是“被建构的榜样”与“被影响的个体”之间的多层次、情境化符号实践。具体而言： ① 体育明星的“完美典范”形象经由跨媒介符号互补与协商共同建构；② 在榜样效应的生成中，媒介兼 具符号“解释者”与“再造者”角色，通过多元符号策略进行“意义再赋予和延伸”，使榜样效应呈现多样 性与复杂性；③ 在具体影响层面，个体通过诠释符号并反思自我与榜样的关系，形成在认知、情感和行 动层面差异化的行动策略。研究进一步审思媒介叙事对个体认知和实践的规训、运动员角色的束缚，以 及对符号效力的制约，并提出实践建议以推动体育明星榜样效应的辐射广度和影响深度。

In the new media ecosystem，it is worth exploring how sports stars with multiple exemplary traits influence individuals and society at large. Grounded in Peircean semiotics theory，this study takes the relevant media discourse of Olympic champion Zheng Qinyuan as a typical case. Through a semiotic analysis of cross-media discourse from the People’s Daily and Xiaohongshu （Rednote），it explores the mechanisms and speci?c impacts of the role model effect of sports stars. The study posits that this effect is essentially a multi-layered，contextualized symbolic practice between the “constructed role models” and the “in?uenced individuals”. Speci?cally： ① The “perfect role model” image of sports stars is co-constructed through cross-media symbolic complementarity and negotiation；② In generating the role model effect，media act as both “interpreters” and “re-creators” of signs，employing diverse symbolic strategies to “reassign and extend meaning”，thereby rendering the effect diversi?ed and complicated；③ At the level of speci?c in?uence，individuals form differentiated action strategies in terms of cognition，emotion，and action through interpreting symbols and re?ecting on the relationship between themselves and the role model. The study further examines how media narratives discipline individual cognition and practice， restrain athlete’s role，and limit the symbolic ef?cacy，and proposes practical suggestions to promote the breadth and depth of the in?uence of the sports star’s exemplary effect.

G812；G212

国家社会科学基金重点项目（21ATY001）