Abstract: Taking the consumer society as the research background, the present paper aims to identify the production mode of sports stars in the consumer society so as to provide reference for optimizing sports stars production in China. Study suggests that implosion is the starting point and basis of sports stars production; symbolization is a key link in the production process; commercialization is the goal of production. The mimic production mode of sports stars can be divided into the inner, middle, and outer layers, which are inter- and intra- related by passing capital, the image right of sports stars as well as the symbolic meaning and content of text. The study holds that sports audience participates and changes the mimic environment and becomes an important force in the symbolization of sports stars in the new media era. Sports stars are products of the joint effort of media, sports organization, sports sponsors and consumers. In order to upgrade sports star production in China, we need to create diversified and high quality sports star images, follow the trend of sports star marketization and improve national media quality.

Key words: sports star, consumer society, mimic environment, symbolization, media communication