The News Presence Of Gay Community By Micro-blog In The New Media Era

According to sociologist Li Yinhe, three to four percent of China’s total population arehomosexuals based on Kinsey Survey, although they are relatively rare, but the absolutenumber is very large. And in a very long period, they are the "forbidden zone" in our mediacoverage. Because the rapid expansion of new media in recent two years, the gay communitybegan to appear in the vision of the audience, the media image of this group in some way willdirectly affect their quality of life, so this study was to investigate the news mediamicroblogging platform constructed on how gay news framework, and critically analyze thediscourse mechanism, and according to the corresponding feedback reflection audience.The research takes "Life Week","New Weekly","Nanfang Dushi Bao","News","Oriental Morning Post","Xinmin Evening News","Beijing Youth Daily","Huaxi DushiBao" as samples, the above Sina official microblogging media about "gay" content analysis ofnews coverage, the study found:1. the gay community in the news is no longer only belabeled "AIDS" or "criminal" labels;2. in the study sample, the news which relates with gayrights has the largest share;3. gay-related social problems gradually get more attention, suchas marriage problems, such as the "gay men’s wives" issues;4. the gay community in thenews is still silent, vulnerable and edge, most of the gay community reported only urgentproblems to show up, the lack of life, cultural coverage, non-gay audience makes the audiencedifficult to really understand homosexuality through news reports.The reasons of the difference between the new media and traditional media’s treatment ofgay news, this paper considers three main points: First of all, the structure of micro-blog’suser is younger, who are more like to accept new ideas and have higher education; the secondis the mainstream media network platform to challenge the cultural hegemony of their ownyearning for the values embodied; the third reason is the media needs to build cognitiveauthority among audiences.While the media in the construction of official microblogging gay news show relatively"moderate" attitude, but further to the selected text discourse analysis found that homosexualsin the news often appear with their identity; message of love and marriage in the gaycommunity reports, the media usually exaggerated or symbols have special meaning, thewords to express; in some news reporters and even the use of joking tone. Part of the mainstream media, despite official microblogging construct a challenge heterosexual culturalhegemony news frame, but still attached to the use of the old discourse hegemony, can not getrid of the ideological control has been naturalized, so gay news affirmative inevitable longway to go.Through the analysis of microblogging comments, audiences understand the impact onattitudes toward the gay community and news discourse and agenda topics for the audienceset. The study founds:1.supportive of the gay community and neutral audience(whichincludes the gay community does not exclude itself) is much higher than the proportion ofopponents;2.while unrelated to refrain audience comments and gay community;3.newsexpression discourse directly impacts on the audience’s point of view and set the agenda.