An Analysis On Reporting Frames Of Real Estate News In Printing Media

In recent years, since the development of the real estate market, people's living condition has been significantly improved. However, various problems occur at the same time. For instance, the residents with middle and low income face the housing difficulty; the problem of commercial bribery is serious; disputes of housing service break out frequently, and so on. Those problems of real estate have turned into severe livelihood issues, which affect everybody's life.This paper intends to discuss how the media of our country to construct the topics for discussion on real estate, what else of the matters and deficiencies there are in reports on real estate, whether the media shoulder the responsibilities expected by the society, and also extends some suggestions for improvement. This paper tries to analyze the newspaper reports based on the frame theory by the methods of literature analysis, content analysis and text analysis with the focus mainly on the People's Daily, Guangzhou Daily, as well as Southern Weekly. First of all, the frame features of different kinds of newspapers will be listed in a macroscopic way. It has been found in this paper that traditional party organs have laid particular stress on the frame of achievements construction; commercialized papers have focused on the multipolar business frame; and specialized papers have emphasized on rational issues. At the same time, this paper intends to rethink the problems existing in the real estate reports, and then gives a detailed analysis, in allusion to typical cases, on the constructing process of reports frame.In conclusion, this paper suggests that reports on real estate in the future may pay more attention on livelihood issues, give more control and guidance on soft articles, extend information resources, develop vocational spirit of media practitioner and raise the qualities of audiences in order to optimize the framework of real estate reports and to put media reality close to objective reality for realizing the service function of mass media to public interests.