A Study On The Media Image Of College Students In The People 's Daily (2005-2013)

As a special political groups, a wide range of covering college-graduate students village officials due to the result of state policy. It is the particularity that makes the coverage which related to college-graduate student village officials have become the focus of mass media, especially the mainstream media. First, this paper applies the news frame theory to analyze the content of the People’s Daily from2005to2013respectively from three aspects:the number of reports, page layout and report type,then find out that the number of reports gradually normalized, locate in the front of the page, reported types tend to visualize expression and so on.On the basis of quantitative analysis, this article take the perspective of social constructivism to analyze the texts of covering of college-graduate students village officials in qualitative research, and dissect media image respectively from surface image, behavior image and value image. This paper argues that the surface image is more likely to be the unconscious construction of media, on the contrary, the value of the image is what media meant to present, it is the value judgments from editors. While the behavior image depends on the behavior itself." Pioneer to create wealth ","social practitioners" and " promoters of advanced culture" has become the three important aspects of the People’s Daily concerned about college-graduate students village officials’behavior image. Finally this paper also discuss two ways to construct media image of college-graduate students village officials.First is by controlling the use of news source and quotation. Second is to build two kinds of narrative patterns to construct the college-graduate students village officials’media image:one is a propaganda mode of non-event news coverage and the other is a news mode of pay attention to the " utterance ".