A Study On Image Of Shanghai Expo Volunteers Constructed By Print Media In Shanghai

The overall image of the2010Shanghai Expo volunteers is a projection ofthe authentic one formed by public opinion. The Expo’s well-organized operationmodel determines the volunteers’ image featuring structuralization and mobility.For the media, shaping a sound volunteer image is crucial to build a harmonioussociety and a good social atmosphere, also part of the city image, even the country.From the perspective of news-production and communications, this thesis appliesthe methodology of content and text analysis, selecting news report on Expovolunteers from three local newspapers,“Wenhui Newspaper”,“Xinmin EveningNewspaper” and “The Oriental Newspaper.” From the image of Shanghai WorldExpo volunteers, applying the overall thinking mode, namely the framework andrelated issues--organizational level, member level, and social aspects and thecorresponding activity elements, which explores Shanghai World Expo volunteerson the overall image of the positioning and constructing strategies. This paperexplores the news quantity which presents volunteers’ overall image and newsquality on how to do that. The paper in the end put’s forward some constructivesuggestions on how to improve the construction of volunteer’s image in order toserve as a modest spur to induce someone to come forward with valuablecontributions.This paper finally also hopes to provide some positive suggestionsfor print media based in Shanghai on building the overall image of Expovolunteers.