Research On Communication Effects Of Positive Character Reports Of Shanghai Area

Positive character reports is a special kind of report style in China’s news media. It plays a very important role in the guidance of the spirit in each stage of social development. However, since twentieth Century ninety’s, with the deepening of reform and opening up,people began to resent of the tradition propaganda model of the positive character reports,which have the characteristics of the slogan features, encouraging, exaggerated, elevated style.Today,people’s values show the characteristics of diversification.The positive character who always been deified gradually become less be trusted. People even have a reverse psychology. Positive character reports encountered to the development bottleneck. Although the positive characters still continue to be launched, But the social influence is very limited. However, positive character reports have important value in guiding the public identity and formatting the social mainstream value system. So we must pay attention to and emphasize its role.This research adopts the method of content analysis and audience survey, interviews etc, with using the agenda setting theory, Summarizes the current positive character reports mode.The study suggests that influenced by the original integration propaganda mode and publicity ideas, The positive character reports mode have the characteristics of unified arrangement and organization. The methods of reporting also tend to follow the traditional way of reporting ideas and methods,which shows a prominent propaganda demands. This report pattern is important in causing the audience’s attention and enhancing the positive characters awareness. The current media have recognized the report ideas must change along with the age, and begin to adjust. For example, media begin to pay attention to reduce the problems in the reports of the characters in the present and selection of positive character, such as the unified value orientation.However, because of the single mode of centralized system, The traditional idea of the positive person reports and the report method still dominates the current implementation reports. So the change is limited in a certain range such as writing techniques and methods. Bcause of the current audience’s value system of diversified social background, it is difficult to Influence the audience’s emotional identification and value identification.In addition, this change also failed to change the minds of the audience for the stereotype of positive character reports perception impression. It can not improve the audience’thoughts of contact this kind of reports, but deepen the plight of positive character reports.If you want to improve the effect of the positive person report,you need to adjust the idea of single mode under the unified system. Pay attention to the audience of diversified evaluation system, weakening the organization propaganda of positive character reports,as well as changing the one-way favourable publicity appeal into two-way favourable publicity guide,changing the stereotype of the audience to the positive figures. And can achieve effective emotion and behavior of persuasion.