Abstract: By using the methods of text analysis, word frequency analysis and cluster analysis, this paper selects the reports of the four major portal websites' coverage of the Winter Olympic Games in Pyeongchang and Beijing as the research samples to analyze the image presentation characteristics of female athletes in the Winter Olympic Games and its influencing factors. From the three dimensions of visual presentation, cluster presentation and topic presentation, it is found that the image presentation of female athletes has the following three new features: with visual narration being a new choice for image presentation, and sportsmanship being a new label for image presentation, female athletes are presented from diverse perspectives as: the image of "new woman heroes" who persevere and dare to break through themselves; the image of "family members" who should the multiple roles of gentle, filial and virtuous wives and mothers; the image of "social models" in the new era who are positive and sunny; and the image of "pan-entertainment" net celebrities who lack individuality and have a fixed model. The factors influencing the image presentation of female athletes in the Winter Olympic Games include: "political symbol" and "body landscape" constructed by gender culture; "commodity symbol" and "value deviation" characterized by consumerism; "stereotype" and "role deviation" mapped by news framework. Enlightenment from the new media practice of presenting female image in large scale sports events: strengthening proliferation of female athletes' role models and demonstration effects to create a favorable public opinion environment inside and outside the Winter Olympics; eliminating the symbolized media image deviation to shape female athletes' images in an objective and diversified way; constructing online agendas to guide public agendas and eliminate stereotypes and image deviation.

Key words: female athletes, media image, presentation, Winter Olympic Games, network media, sports news communication