Analysis Of The Philanthropy News In Chinese Newspapers

In western countries, the newspaper pays great attention to philanthropy news. Usually, the philanthropy news is regularly reported in the special pages. The philanthropy news will be put on the headline of the front pages of many newspapers when there is an important philanthropy activity. Meanwhile, the philanthropy advertisement may be printed freely on some pages. Currently, almost of all kinds of domestic newspapers pay attention to public service news, and many philanthropy news are reported. The first thought of those people who need help to find help from the media, instead of the related governmental organizations. By reporting the philanthropy news, the newspaper improved the credibility from its readers, as well as the influence of the media. In this way, the newspaper gets more closely to our daily life.Media reports philanthropy news through its influence, and improves its influence by reporting philanthropy news. Thus, reporting philanthropy news plays an important role for media development.Starts from the first-hand material, with the content-analysis methodology and framework theory, this paper draws a conclusion about the basic status of domestic philanthropy news in the newspaper. And then, with the qualitative analysis, using the theory of agenda—setting and audience to analyze the broadcast characteristic of philanthropy news. Finally, it finds the basic reasons of bringing the current status from political, economic, cultural and governmental point of views.In the new era, we should make the philanthropy reporting more prosperously by actively planning, using common personal viewpoints and diverse representation methods.