Medium Farmers Image

Along with the four successive "No.1 "government documents issued by Central Committee of the C.P.C and the State Council from 2004 to 2007, the problems of agriculture, countryside and farmers has been lifted to be the most important duty for the government. "Three-Agriculture" issues, which has ever seriously restrict the modernized advancement of our country, are facing the historic opportunity to turn for better. The problem of peasant is the core problem of "three-agriculture" issues. In the processing of solving "three-agriculture" issues, peasants occupy main position which can not be replaced, while government contributes dominant function. Through reporting "three-agriculture" issues, the mass media also play roles that can't be overlooked, among which molding peasants' image has deep meaning. The peasants' image molded by media not only influences government decision and citizen's attitude toward peasants, but also influences peasants' self-identification and transformation of ideas. Moreover, the peasants' media image reflects the image of government in the solution of "three-agriculture" issues.This essay explores peasants' image molded through report about "three-agriculture" issues by content analysis and chooses eight years People's Daily reports since reform and opening-up as main sample. The paper holds that there are successful places in molding peasants' image for our media, but there are also some shortages, such as too many reports about farmers' income growth counteract reality, peasant workers in cities are reported within single coverage, peasants are fixed from protagonist to supporter in mass media and lack of the type reports for positive character of farmers. At the same time, the government's image reflected from the mirror of peasants' media image is an important part of the whole government image system. On the one hand, circumstances improvement for peasants in reports manifest that our government cares people and becomes more and more practical. On the other hand, the false part of peasants' image is bad for government's image and replacement of peasants' leading role by government makes reports catch many color of disseminating political achievements."Three-agriculture" issues are relevant to the overall situation of building China into a moderately prosperous society in an all-round way, implementing scientific concept of development and constructing a harmonious society. It's a bounded duty for mass media to mold real image of peasants and it appears strong reality and urgency. Media must go deep into and understand peasants, respect the leading role of peasants in reports, pay close attention to their daily life, remove stereotypes of farmers in people's mind and mold positive character of farmers. Then our media can play due function and promote the final solution of the "three-agriculture" issues.