Media blamed

Sports public relations experts said the Chinese media misled the public about Li taking a banned substance because of their lack of ethics.

"Some media only pursue sensational and eye-catching news without paying enough attention to verifying the facts and their sources," said Hong Jianping, a sports PR researcher with Beijing Sport University, on Wednesday.

"High-profile sports stars will always be victims of false reports because people are interested in celebrity rumors and a lot of media, especially websites, thrive on people's interests."

Li Na of China signs autographs after defeating Olga Govortsova of Belarus at the US Open tennis championships in New York, Aug 26, 2013. [Photo/Agencies]

Hong said Li is a typical target because she is outspoken, has a fiery temper and previously had a conflict with China's governing body of tennis.

Adam Zhang, founder of sports consultancy company Key-Sports, echoed Hong's sentiment, stressing that Li's individuality, which contrasts sharply from other Chinese athletes, easily sparks debate.

"Li's straightforward personality makes her a unique presence because individuality is not promoted in China's traditional sports system," Zhang said. "And the media would like to take advantage of that, turning each of her aggressive comments into sensational news."

Li's outspoken views have always stirred debate in China, most recently when she claimed "that (representing her country) is too big a hat for me to wear" in the New York Times profile.

This isn't the first occasion that Li has stressed that she plays for herself, and she has frequently drawn condemnation from the Chinese media and outrage on China's popular micro-blogging platform Sina Weibo, even among her 21 million followers.

Although Li's budding romance with Jiang was squelched by the State-run sports system in the early 2000s, Li still sports tattoos on her chest and lower back that boldly declare her love for Jiang. She dyes her hair different colors and she's not afraid to shout "shut up" to crowds at tennis tournaments.

But a more mature Li said she has learned to handle the media spotlight and criticism with a calmer mindset.

"I actually started to feel grateful to the media. Everyone has to experience something before growing up. Without these reports, I won't experience so much ups and downs and I won't be as mature as I am right now," Li said after winning the first round at the US Open on Tuesday.