关键词: 媒体奇观, 公关应对, 认知偏差, 媒介重构

Abstract: Sun Yang sanctioned with an 8-year period of ineligibility by CAS is the hot spot of public opinion in sports circles in 2020 which shows the following propagation characteristics: the effect is propagated before the cause, the stratification and aggregation of participants, and the public opinion turning frequently.Starting from the phenomenon analysis of the event, this paper, by dint of the analysis of public opinion, introduces relevant theories of communication and sociology, deeply analyzes the construction and collapse process of Sun Yang's public image under the interaction of the ontological existence, objective construction and symbol interpretation. This paper analyzes the social reasons that lead to the phenomenon of sports giant babies in China and the decoupling between sports development and international sports order — the cognitive bias caused by the post-modern release of pre-modern cultural conflicts from the following three aspects: the individual behavior contrast reflected by the collapse of SUN Yang's image, the logic bias of Sun's family and team, and the narrative habit of the sports propaganda context in China.Finally, from the perspective of facing up to the negative effects of media in sports communication, improving the common media literacy of sports practitioners and sports cultural participants, and reconstructing the publicity of media, this study proposes the ways for Chinese sports to break through the multi-forces dynamic game of sports globalization by taking media development as the starting point.

Key words: Giant baby, Public relations response, Cognitive biases, Media reconstruction