Media Framework For Image Construction Of Zhejiang Businessmen Based On The New York Times&the Wall Street Journal

Zhejiang businessmen,is the nationality of Zhejiang merchants collectively.Especially after the reform and opening-up policy,relying on the geographical advantages and national policy support,Zhejiang businessmen constantly stay active at domestic and overseas,and made remarkable economic achievements.For example,Alibaba,Geely and other companies and their representing figures such as Jack Ma and Shufu Li are well known not only in the domestic household,but also to the world.Besides being the representative of private economy,Zhejiang merchants are also an important part of the image of China's economy.Research on its image should not only be confined to the domestic level,but rather in a global study on the perspective of cross-culture communication value.From the standpoint of international communication,western media,especially the United States,as a representative of the media powers,which has an absolute right to speak in the international communications and has been on the dominant position in world media.Reports from the US media companies about the image of China Zhejiang merchants will have a crucial impact in the international communications.Therefore,studying the reports from the mainstream media in the United States on Zhejiang businessmen is beneficial for a better understanding of the media framework for the image construction of Zhejiang businessmen from the perspectives of foreign media.This paper uses media theory and agenda-setting theory methods,supplemented by the method of content analysis and comparative analysis to study Zhejiang business related reports as research samples from New York Times,and Wall Street Journal,which are collected from 1986 to 2015 over nearly30 years.All reports are categorized from 9 perspectives including the reporting style,genre,length,and bias,etc,and based on the categorized reports,a study is conducted on the media image of Zhejiang merchants in both mainstream media and media agenda-setting.In conclusion,firstly,reports on the media image of Zhejiang businessmen from two newspapers are relatively objective.Secondly,the central issues about the of two newspapers are both the economic aspect of Zhejiang businessmen,but the focus points of Wall Street Journal and the New York times are slightly different.Thirdly,overall attention of two newspapers on Zhejiang businessmen is not much,and the image of Zhejiang merchants is not clearly presented,which is specifically reflected by relatively small amount of reports,and short article length,etc.The reasons behind it is not only economic concerns,but also the changes of political relationship between China and America.Based on the analysis of sample size,combined with decades of China-America political,cultural and otherrelationships,this paper concludes and analysis the critical reasons behind those changes,and in this context to the image,the feasible suggestions about the spread and construction of the image of Zhejiang businessmen in the future are given.