| "China Pictorial" was founded in July 1950, which is the first publications with pictures to report the news, it issued widely and it's quantity was large, since founded it has never stopped. Taking "China Pictorial" agriculture related reports since its foundation as the research object, taking the farmers' happiness in the pictorial as the theme, the classified statistics of agriculture related reports in different historical periods in the pictorial will be done, the quantitative and qualitative text analysis and discourse analysis of the media will be done. Analyse the narrative and ideographic of farmers' happiness reports, as well as illustrate the discourse construction about farmers' happiness reports, explore the agriculture related reports on the narrative content, farmers' happiness discourse standpoint, discourse tendency, so as to find the role which pictorial undertake in agriculture related reports narrative ideographic, and find the hidden national political, economic, social and cultural development of the profound logic in discourse construction of farmers' happiness.Transition period (1949-1956), China Pictorial agricultural special report on the happiness of the farmers was sure and rendered, the harvest scene and the change of farmers'living conditions let farmers immersed in happiness. At the same time a positive guidance about the farmers' happiness of attribution and content was done, to emphasize the farmers'happiness gain is due to the leadership of the communist party, to emphasize only organization can overcome the difficulties in production and construction, can get harvest and happiness. To guide peasants to agree the communist party, organized collective and mutual cooperation, to deduce that the performance of mutual cooperation collective is farmer's happiness.Exploration period (1957-1976), the farmers' happiness was continued the content of the previous period to meet the conditions of material life, but the collective happiness was further strengthened, and the happiness more and more tend to the contents of the materialistic happiness. The content of the happiness also is more and more beyond basic material satisfaction, beyond the physical life, and become a challenge nature, contribution to the construction of the spirit transcendence, become a good wishes of going beyond the capitalist world, become the pride of socialist collective, become fanatical passion in the cultural revolution, become the dependent of the country's politics and economy, so that the content of the farmers' happiness was distorted, the concept of happiness is stolen.In the period of Reform and Opening-up (1977-1999), the reports about agriculture in the pictorial witnessed the communist party's work center and the transformation of economic system, witnessed that the Chinese farmers' living standard is increasing day by day, witnessed the formation and development of subjectivity of Chinese farmers in production and life, basically restored the real appearance of the farmers' happiness of life,so as to construct the main contents and core value of the farmers' happiness. The personal,official and medium discourse stand about the farmers' happiness in the report, promoted the successful experience for farmers to get rich and happiness, explored the method to get rich and happiness, affirmed and encouraged the farmers to pursue the materialistic happiness.Since the beginning of the new century (2000-2016), the reports about agriculture in the pictorial don't show off too much the development of agriculture, also does not narrate too much farmers' rich and happiness, but presents a lot of problems in the process of development of agriculture. At the same time, the discourse of farmers' income and the construction of modern agriculture is more and more focused, the relationship between urban and rural areas, the building of new countryside and urbanization become the theme in the report of new century pictorial. In the report, it questions the farmers' happiness and development between its rural and urban areas, mixes with the method, ways and pursuit of increasing farmers' income, does the comprehensive narrative about the farmer happiness and misfortune, deduces the connotation of farmers' rich and happiness, expresses the further pursuit of happiness of the broad masses of farmers, illustrates the meaning of the government and its leading through the major policies of the communist party and the specific measures.Including the media discourse constructing of farmers' happiness in the agriculture reportage in more than 60 years of "China Pictorial" in the development path of politics,economy, culture, history and so on, perceiving the change of discourse about the farmers'happiness with political economy of communication, I found that the narration in the report about the farmers' happiness has obvious attribute and change in different historical periods,and the media discourse constructing is determined by the politics, economy, ideology etc.in a nation's different historical periods. In the socialist transition period and exploring period of socialism,the words of farmers' happiness in agriculture reports of "China Pictorial” are overwhelming,the farmers, materialistic happiness and spiritual happiness,individual happiness and collective happiness are comprehensively stated, at the same time ,"China Pictorial" tend to like spiritual and collective happiness, and confirm that the famer are very happy, there is no any negative reports about the farmers' unhappiness. In the early years of reform and opening-up there is obvious change in the words of famers' happiness.The relationship and emphasis of famers' subjectivity, materialistic happiness and spiritual happiness in the pictorial presented the unique characteristics of The Times. Obvious different discourse position of the famers' happiness is displayed. Since the beginning of the new century, although the discourse of reports has been coherent since the reform and opening up, there are many critical discourse of farmers' unfortunate in the pictorial, it displayed that the discourse transformed to the balance of famers' happiness and misfortune.The transforming reflects the ideological hegemony and will of media discourse as party newspaper, reflects the predominant national ideology and it's influence, control and change,displayed the control logic of "China Pictorial" as the political economy of communications.And find that "China Pictorial" is a method of political publicizing and reporting, it has the good social control effect in solving a certain political,economic,social, cultural and other issues. |
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