| Ancient Anhui merchants have been heading list of successful candidates on Chinese commercial stage for almost 400 years in the historic course from Ming Dynasty Cheng Hua,Hong Zhi year to the last years of Qing Dynasty.lt had become the No.1 of Chinese business gang,even become the rare and beautiful flower in the world commerce history. The unique energetic quality of Ancient Anhui merchants in their painstaking effort process has changed common people's traditional view of merchants effectively. Scholars have concised Ancient Anhui merchants'energetic quality,characteristic and value to one energetic system at their effort of long time excavation and analysis,also give Ancient Anhui merchants the mark images of Jixi cow and emblem camel.Because the method of dissemination was not developed in the ancient history, Ancient Anhui merchants'image was handed down and written down by common persons with high aspirations,or became prototypies of some literary works.Therefore,we have constructed the image of Ancient Anhui merchants through combing historical and literature materials,or using the folk fables.While the course of Reform and open policy have been advanced deeply, merchant's status is enhanced very much.Their commercial development has became the important target to weight economic efficiency. Under this background, Ancient Anhui merchants take this as the turning point to walk into common people's field of vision once more.For it performs different characteristics in many aspects from Ancient Anhui merchants,we call it Contemporary Anhui merchants to distinguish them. In present age, multiplex medias make the method of dissemination have been enhanced,not limits in historical and literature materials,or folk fables. Newly emerging things'appearance requests us to unify its actual situation to adopt the new research angle of view. So,the author thinks that we should use multi-disciplinary angle of view to study Contemporary Anhui merchants, like dissemination study, sociology, management science, psychology and so on. This article is precisely from dissemination study angle to take Contemporary Anhui merchants as the object of study.It uses empirical study method of sociology, chooses Anhui Daily, Xin'an Evening news and Chinese Contemporary Anhui merchants net as the appropriate researching aim samples. Meanwhile,the author takes Chinese international Anhui merchants congress being the time determination basis to intercept 2004.5 to 2009.4 as the research time section.It chooses these three medias related Contemporary Anhui merchants reportages as the study sample contents, adopts quota and qualitative analysis methods to discuss Anhui medias how to construct Contemporary Anhui merchants'image, whether it is the same as ideal Contemporary Anhui merchants'image, gives certain feasible suggestions to Anhui media.The paper altogether divides into five parts.The first part is the introduction content of whole article, which is mainly about research background,research goal, theory significance,practical significance, the innovation, related research summary and clearly defining the object's meaning of study.The Contemporary Anhui merchants are the entrepreneur communities and the enterprises investing in or outside Anhui which are persons from Anhui or other provinces, deeply undertaking Anhui merchants'spirit influencing,making important contributions to Anhui economy under the reform and open policy.The second part is the essential step that determining the connotation of Contemporary Anhui merchants'image which are the spirit of exploring and developing,the idea of honest and innovation, the step of opening cooperation and international speed,the responsibility of righteousness advantage union and the warm-hearted public welfare, the manner of studying and winning harmly, before we launch the actual content analysis.In this part,the author also elaborates the actual content of ancient Anhui merchants image, and compares them between similarities and differences spot,which is the foundation of analyzing and summing up the connotation of Contemporary Anhui merchants. The third part is unifing actual content of Contemporary Anhui merchants'image to give preamble discussion on the research technique aspect that about research sample, the time horizon, research question, determining the operating procedures,the content analysis targets and so on. The fourth part is the concrete content analysis, at first to inspect each month's report quantity change and the trend of every year's report quantity as a whole.After that, the article concretly analyzes constructing situations about Contemporary Anhui merchants in nine targets that are nature of main body, sex (category), length size, literature style, subject, position of the newspaper's layout, whether it is the column, manuscript's origin and report main key and so on. Finally, the fifth part aims is overall analysis, summarizing the constructing situation of Contemporary Anhui merchants image in Anhui medias'viewpoint during certain period of time, and giving some developing suggestions about how to consummate them. Overall speaking, the Contemporary Anhui merchants image constructing by Anhui medias is consistent with the image which is proposed by Anhui provincial government,even more richful in the dissemination practice. However, from the propagation mode, Anhui medias are more unitary, the website has not played the proper role. From the depth, Anhui medias don't report the Contemporary Anhui merchants deeply,. The Contemporary Anhui merchants image's construction is still at the preliminary development stage,using the literature style of news, small length, laying on unimportant page and so on. |
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