The Image Of Mainland China In Hong Kong Newspapers

National image is a complex communication process involving different information sources and exerts profound influence in many fields. News media play a vital role in constructing and shaping national image. Hong Kong media, for its unique geographic location, historical background, cultural tradition, political and economic status, plays a significant role in observing and reporting China.This study examined the representation of the image of mainland China by three Hong Kong newspapers—Ming Pao、Sing Tao Daily and Apple Daily in2005,2008and2010. With a brief review of national image, the organization theory and contemporary media system in Hong Kong, a quantitative content analysis was conducted in terms of news themes, news forms and source, as well as favorability differences. In order to understand the overall performance and characteristics of Hong Kong media and compare the difference of various newspapers, to view the image presented by the media, and to analyze the factors that affect the representation and construction.Findings showed that the number of coverage has increased significantly over time; the three newspapers tend to report much more economic, social and political news, and less culture/education/science/sports news and military/diplomacy news; there were more neutral/balanced news and negative news than positive news, more general news than editorials and commentaries. According to the news sources, the three newspapers tend to use local materials rather than the news from mainland and oversea news agencies. There were significant differences by these variables in three newspapers. The tone of reports varied according to different themes, forms and newspapers. Economic news was presented neutral and slightly negative; social and political news was totally negative; military/diplomacy and culture/education/science/sports news was neutral and positive.Finally, five kinds of national image were represented by news reports:political image, economic image, social image, international image, as well as cultural image. The reason of this image-building was also studied combined with the Hong Kong media ecology. The construction of this image was a result of the interplay between political pressures and economic forces coupled with cultural impact, commercialism, as well as professionalism of the Hong Kong journalism.