| Due to the development of media communication and the increasing development of commercialisation, the public image of television media becomes more important, especially when competition between various medias is more and more intensive. Commercial focused television media in particular, need to undertake more social responsibility to promote the public credibility of a media brand.Henan TV established the first real Livelihood channel in 2008 with the purpose to highlight livelihood issues and to provide a service platform for people. Using media as a dispute resolution, Livelihood news helps people to solve their problems in daily life, such as disputes regarding estate service charge and management, problems between neighbours, consumer rights protection etc. Livelihood news draws public attention to particular issues and ultimately solves the problems by way of public help. These kinds of TV programmes have fundamentally changed the pattern of existing TV news broadcasting. They promote positive social values, speak for ordinary people and create a good public image. Therefore, these kind of programmes become popular.Amongst numerous livelihood TV programmes ,XIAO LI HELPstands out due to its perspective from ordinary people, advanced ideas and unique style. XIAOLI's public image is such that she is contributing to the creation of a harmonious social environment by helping people. This paper will discuss how the public image ofXIAO LI HELPis achieved from the following aspects:Firstly, this paper will analyse the form or communication and the contents of XIAOLI HELP. It will start with the background and develop progress of the programme, followed by the introduction and analysis of the broadcasting style and what is special about this TV programme. Finally, this paper will discuss how the public image of XIAOLI is created through the host.Secondly, this paper will discuss the dissemination of Xiaoli's public image. This part will first talk about the importance of the image of a media to a TV programme. For XIAOLI HELP, Xiaoli represents the image of the media, its staff and the service it provides, which directly decides the image of the media in the public audience. This paper will then analyse how the public image of Xiaoli is established and promoted and its characteristics and the influence of the same.Thirdly, the paper will go through the current problems of this kind of programmes. TV programmes likeXIAO LI HELPthat aims to help people are newly born and inevitably, there are problems what we need to work on, such as the limited selection of topics, the lack of sufficient information and depth of interview, the inappropriate position of the reporter and the negligence of human solicitude.Fourthly, this paper will study the problems in the third part and try to find relevant solutions. These problems might be dealt with by improving the overall quality of the representative of the media public image, sorting out the operational problems, trivialising the influence of government official position and emphasizing people's appeal to well-being issues.The final part of this paper will discuss the brand construction of XIAOLI HELP. XIAO LI HELPaims to help people and to enhance awareness of public welfare. To further this objective, it is necessary forXIAO LI HELPto build its own brand. This part will mainly discuss XIAO LI HELP's brand strategy from the aspects of setting up the programme's producing philosophy, seeking a better marketing and media public relation strategy . |
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