Framing Effect Of Mainsteam Network Media In China

Frame analysis is one of the core concerns in communication study. Currently, empirical research on framework almost all concentrated in what the media framework is, but study concerning how the framework is builing and whether it has framing effects is in shortage. At the beginning of the topic thinking in September last year, the case of Xiao Chuanguo's assualt on Fang Zhouzi occurred. Therefore, the author wants to use the network media platforms to promote the study of framing effects.This paper presents a study on the framing effects of mainsteam network media in China under multiple competitive communication situations.In this paper, the online communication of the case of Xiao Chuanguo is used as a micro approach to this research. In order to understand the competitive features of the framework of mainsteam network media and the cognitive features of the audience's framework, this study uses two quantitative methods, including content analysis and questionnaire survey. Firstly, in logic mode and intensity criteria for the classification, the framework is divided into two types of emotional and rational. Secondly, the framework of the communicators is considered as an independent variable, while the framework of the audience is considered as an dependent variable. At last, the correlation impact between the two frames of communicators and audience is verified through statistical analysis of the relationship in quantity.This study has found that during the online spread for the case of Xiao Chuanguo, the volume of rational framework is significantly higher than the volume of emotional framework; in the audience's thought frame, the use intensity of rational cognition was significantly higher than emotional cognition; the volume distribution of rational framework and emotional framework in network media and internet users are in consistency. In general, the number distribution of rational framework and emotional framework in communicators and audience are also in consistency. In addition, the involvement is one of the factors impacting audience's perception, and its impact on the audience's rational cognition has been proven as a significant positive correlation, but its impact on the audience's emotional awareness has not been verified as a significant correlation.Therefore, under the mutiple competitive situations, the communication of the mainsteam network media has a significant frame-setting influence on audience,its specific performance is that the loudest volume of the frame type has the greatest impact on audience perception.In addition, there may be a cognitive impact on individuals.This study not only hopes to play a role in attracting valuable opinions in framing effects research but also hopes to inspire the building of information in the content of online media production process in order to achieve more efficient effects.