Happy Three Adjustment: Media, Officials And Scholars In The Construction Of Discourse, The Differences And Integration Of Happiness

Well-being is becoming the latest national-theme-word after Harmonious Society, and also media reports focus. Media played important role in the propaganda campaign of Three Represents、Scientific Outlook on Development、Harmonious Society successively, and it innovates disseminating well-being philosophy.Taking a discourse analysis approach, this paper examines the changing trajectories of well-being related reports in Oriental Outlook Weekly, focusing in particular, on how the media discourse of well-being has been constructed in such changes. The media, as a news maker, creates three discourse subjects for well-being: scholar, official and media itself. It shows that through the argument of the three discourse subject, the news maker has contributed to reconfiguring the discursive space for well-being. This process reflects the changing of media-society relationships in a transitional China.Media reflects and strengthens the diversification of interest subject and values in dynamic interaction between media change and social change. Diversified discourse favors the embedding of well-being value as a social ideal in everyone’s mind, which ideal should not only be a political slogan. Media plays a unique part during China’s integration into the universal value which is the global trend of more and more countries adopting well-being society as governance object.