Self-Presentation, Interaction, and Marketing of Chinese Athletes on Social Media

This chapter explored the characteristics of Chinese athletes' self-presentation and para-social interaction on social media using Goffman's self-presentation and para-social interaction theories. With the policies consciously supporting sport promotion in China, how to balance the commercialization and national glories, even the entertainment part is the linchpin of this. A content analysis of 552 Weibo posted by 10 male Chinese table tennis athletes was conducted. Results found that many Weibo posts are about interactivity (33%), especially with their teammates or coaches. Athletes also tend to be more personal on social media by posting amusing or emotional tweets. All showed that they present themselves as more of a marketing one but still under the frame of “the whole nation system.” Only a few Weibo were promotional (9%), indicating that the potential of achieving market objectives has not come to athletes' full awareness. Suggestions are athletes enhance the relationship with fans so as to enlarge the influence of themselves and the sport per se.

An Exploration into Socio-Cultural Meridians of Chinese Athletes’ Psychological Training

This article, via discussing various psychological manifestations among Chinese elite athletes, illustrates sociocultural “meridians” in Chinese elite sports including (a) “Whole-Nation system,” (b) Chinese culture, and (c) their interaction. We propose that the sociocultural characteristics be integrated in athletes’ psychological training and further discuss the aspects of (a) cultural inheritance and (b) traditional beliefs, including “harmony with differences,” “doing the best and following the fate,” “Ah Q spirit,” “all are Buddha,” and the balance between Confucianism and Taoism. We suggest that the ultimate goal of sport psychologists is to facilitate the athlete’s overall development, with such a maturing process only achieved by integrating the above factors into athletes’ sociocultural contexts.

Australian Soil Classification

The Australian Soil Classification provides a framework for organising knowledge about Australian soils. It provides a means of communication among scientists and land managers. It is useful for those involved in environmental studies and for teachers of soil science. Since its publication in 1996, the Australian Soil Classification has been widely adopted and formally endorsed as the official nation system. It has proven to be of particular value in land resource survey and research programs. This revised edition includes some significant changes to the Tenosol soil order and these will substantially improve the utility of the system in southern and western parts of the continent.