Frame--A Hesitating Spiritual Behind News Scheme

In recent years, news scheme has become a hot-debated topic in the academic circles of home news, but most of interrelated research fruits are concentrated on the concrete report of news facts. This thesis interprets again about the thinking starting point of news scheme, column offered in news scheme and practical operation by using frame theory, and during the course of theory analyzing, the writer sets ChuTian City Newspaper as a successful example of news scheme to prove that news scheme is not only a method of operation, but also a mode of thinking method.The thesis is divided into three parts, they are preface, main body and concluding remarks.In the preface, the writer expounds the relationship between the frame theory and the news schemes, then tells the research background and objection of the thesis, finally puts forward the writer's own opinions.The main body is divided into three Chapters, the writer gives a clear explanation of the application of news scheme theory from the structure of senior, middle and lower facet. In Chapter One, the writer talks about the starting point of thinking of news scheme as beginning, then based on analyzing the orientation of popularization and culture and the ideal of brand, point out that the theory of frame is not only a mode of thinking that the subject of scheme recognizes the objective world, but also the ground of strategic decision which changes according to the external world. In Chapter Two, from the layout of newspaper and the implementation of the tactics of brand, the writer analyses the practical operation of news scheme through using ChuTian City Newspaper as an example, sets forth that how the subject of scheme use the mechanism of choice and recombination to show newspaper's senior orientation. In Chapter Three, through analyzing ChuTian City Newspaper's popularized characteristic of its choice and operation on language and mark, demonstrates the viewpoint that senior meaning of frame can be presented through the lower frame.At the end of the thesis, the writer raises if the practitioners of media recognize the relationship between the theory of frame and the news scheme, they would be better in practical operation.