The Media Image Of Contemporary Zheshang

In recent years, research about media image has become an important content in the area of Chinese Journalism and Communication research. Zheshang, generally refers to Zhejiang natives Businessmen group who are engaged in entrepreneurship activities inside and outside Zhejiang Province. The contemporary Zheshang defined in this study refers to Peculiar businessmen community born in the development of Zhejiang private-owned economy. Contemporary Zheshang is one of the backbones for Chinese economic development. On the road of pursuing wealth, Zheshang has gradually raised, formed and developed its own public image with report and promotion in news media. And this image is an important driver and a valuable part of Zhejiang economic and social development. With the growth of Zhejiang economy and ever increasing influence of Zheshang, the report about Zheshang has become an important part of Chinese media report about economics. We can say, Zheshang's media image is presented by media, which reflects the times characteristics of constantly advancing China's reform and opening up. In addition, Zheshang's spirits and cultures implied in Zheshang's media image have profound effects on Zhejiang even China's economic and social development. Meanwhile, Zheshang provides abundant news resources for media, and media shaped and developed itself during the process of successfully spreading Zheshang's culture, and formed a positive interaction with Zheshang's development.This article discusses the media image presentation of Zheshang who are known as "the first business group" in contemporary China in the aspect of journalism and communication. One of themes in this article is to discuss how media brought and present Zheshang into report issue through agenda setting, framework Presentation and discourse strategy, when we inspect the history of Zheshang's image going into public view. What Zheshang's image does media construct? What political, economic, social background and cultural driving force are there behind Zheshang's media image Presentation? What problems are there when newspaper media shapes and constructs Zheshang's image? The rise and decline of Zheshang's development can be regarded as the barometer of China's economy. The compliment and criticism about Zheshang also reflects social values in contemporary China. When media conducts inspection on Zheshang's media image, it can not only enrich the theoretical and practical achievements of research about media image, but also have great realistic significance on economic and social development.The other research purpose of this article is to have an insight into the interactions between media and society, media and economy. Through sampling selection of Zheshang reports in Founder Apabi Newspaper Resource Database (1992-2014), this article, by using the methods of combining content analysis and discourse analysis, has conducted quantitative and qualitative analysis and statistics about Zheshang reports on newspaper. Then we come to the conclusion that since reform and opening up, Zheshang has gradually obtained ideological legitimacy and headed for center stage of China's economy and society by means of hard work and self-reliance in the report of newspaper media. The newspaper media discourse of Zheshang is reflected by naming, identity writing and asserting, Newspaper media abides by three narrative modes. They are "Wealth making-contribution" narrative mode regulated by political discourse, "Innovation-legend" narrative mode regulated by economical discourse and "Transformation-regression" narrative mode confluent with political and economic discourse. It sketched transformation process of Zheshang's image from "Grassroots Businessmen" to "wealth-making group" who are willing to endure hardship and good at management to create a new world, from Zheshang with wealth to Zheshang with responsibility, from Zheshang utilitarian to Zheshang seeking public interest, from traditional entrepreneurship to innovational entrepreneurship image, and therefore constructs Zheshang the image as "The first intellectual businessmen" in current China. This article suggests Zheshang's media image is the result that constructed by multiple powers, it marks the context of contemporary Chinese social development. News report about Zheshang is always conducted in various power fields such economic field, political filed and cultural field through traditional media. The interaction between political discourse and economic discourse is always a implicit or explicit mainline that link Zheshang's report. However, Zheshang's media image presentation cannot be separated from media. And mass communication and its ecological transition along with China's reform and opening up development, are both reason and result of Zheshang's media image presentation at different stages. Zheshang is also struggling to be self-shaping and accomplish its media image presentation.It is found in this article that when newspaper media in various field relations are presenting Zheshang's image, there are inevitable flaws and communication, and people losing themselves because of being trapped in framing, modeling and disciplinization. While, we cannot say it is deficiency and shame in current era where mass communication fully develops, media ecology profoundly changes and digital media prosperously springs up. By contrast, internet new media and kinds of teleplays with theme of Zheshang that spares no effort and speaks out freely to construct Zheshang's image brings about many inspirations for traditional newspaper media. Based on the analysis about the social significance and value of Zheshang's media image in current China with economy and society transformation and upgrading, in the end of this article, I propose a thinking about Zheshang's media image reconstruction under the environment of multi-media and new media.