|（Department of Physical Education，Hebei Normal University，Shijiazhuang 050091，China）
Abstract: Basing their methodology on semantics, the authors analyzed the structures and types of sports star signs, and revealed the following findings: sports stars themselves are not what sports star signs refer to, but just the mor-phemes of sports star signs, while athletic images are what sports star signs really refer to, and the essence of sports star signs. Therefore, the authors defined sports stars as athletic images that are presented to the public by public media via selecting, processing and restructurizing certain events or information regarding athletes themselves with the use of complex signs such as graphics, sounds, characters and colors to catch the eyes of the public and to in-spire people to produce symbolically meaningful associations. Sports stars are the symbols of the consumption soci-ety, sports industry, human being’s self awareness of life, etc.
Key words: sports star；semiology；public media