Research Of Stigmatization About University Teachers’ Image On Network Media News Of China

There are more and more news about college teachers on network mediarecently.But the most reports are negative and biased,which stigmatize all universitycommunity.The stigmatize media image on network about college teachers bothharms the real image of university teachers’, hinder college teachers’ work smoothly,and triggers social public’s question for college teachers, especially weakensrecognition about college teachers.At the same time, the network media’s mostnegative reports which can’t reflect the all situation of college teachers group deviatefrom the reality principle,and their media credibility is reduced directly.This study selected portal webs of sina, and news webs of People’s Daily as theresearch object, and annual reports of college teachers from these two sites in2012asthe research samples.I found that network media stories about the university teachersshow negative tendency through the methods of quantitative and qualitativeanalysis.These negative reports label college teachers " academic corruption ","sexmaniac","unscrupulous","inferior teaching" and "irresponsible","greedy for fameand wealth".This result is from four reasons:Firstly,the current part of the collegeteachers exists insufficiency,which provides the material for the media;Secondly,thewhole group that lacks of consciousness of public relations has big pressure and theyare so busy in teaching,developing themselves and researching that they don’t havemore time to communicate with media;Thirdly,the reports focus on the negative newsabout college teachers in the fierce market competition,in order to satisfy theaudience’s curiosity;Finally,the workers of the network media are influenced by thegood traditional stereotypes,"sages model",and they compare and expand the behaviorwith the inherent impression.This paper puts forward some strategies to resist stigmatized image.The collegeteachers should fully realize the negative effects of stigmatized image,correct theirwords or deeds, establish the consciousness of public relations, and respond to thenetwork media’s biased reports actively.The public need to avoid the influence ofstereotype, treat college teachers deficiency rationally, and understand the view of themedia dialectically. The network media must enhance the social sense ofresponsibility and restore the true image of college teachers groups.