Domestic Newspapers "rich Second Generation" Media Image Analysis

This paper aims to study the media image of the "Rich2G " on Chinese mainstream newspaper media by content analysis on selected809articles from2007to2011titled about the "Rich2G" on20kinds of the Mainland China ’s most influential comprehensive newspapers, including the "Beijing Evening News","Beijing Morning Post","Beijing Youth Daily" provided by Wisers database. Through literature review, theory enumerating and case studies, the construction process of the "Rich2G" on Chinese mainstream newspaper media is then presented.The study found that most of the media coverage have a Stereotyped tendency in shaping the media image of the "Rich2G". The media mainly focus on drag racing, Star scandal, training, etc. which may reflects the Rich2G’s lives, emotions, marriages and education, and most of the media have a negative standpoint on the "Rich2G", and label them a group of impassive, arrogant, nonstriving, deprived, and rebel "dudes". The media coverages show the characteristics of the Framework model and one-sided, eventually leading to the "Rich2G" as a negative word invisible repeated used and accepted by the media and the public.The article also discussed a series of social phenomena caused by variety of "second generation" relative to "Rich2G", and supposed that these phenomena have not only led to the opposing of the "powerful group" and "powerless group" in the cultural significance, but also will cause social stratification, and ultimately will hinder the development of society. Finally, the article discussed the social responsibility of the media, and made some suggestions on improving the reporting measures, in order to promote the society development through media as a society public institution.