The China Youth Daily College Students Entrepreneurs Media Image

Within the context of market economy, Chinese higher education went on the road of industrialization. With enrollment scale continuing expands, in2010, the number of university graduates is six times of earlier this decade. There are6.6million university graduates in2011. In the Twelfth Five-Year Plan time period, the number of Chinese university graduating student will reach to seven million. With the joint effects of marketing economy will be gradually opened and rigorous employment situation, some university students’ innovative undertaking employment on their own which becomes the focus of mediaThis paper aims to do a research on media image of undergraduates who do pioneering work which are in the news of The China Youth Daily. This research is conducted by case study via selecting215relevant articles out of396days from2000to2010. There are four chapters in this paper. In chapter one, a systematic analysis will be expended on the amount of articles, types or forms of literature, themes of reports, layout of printed page, and reporting tendency. In chapter two, a systematic analysis concerning the image of undergraduate entrepreneurs will be stated. In chapter three, the success and failure in relevant reporting of The China Youth Daily will be evaluated. Then in chapter four, suggestions and recommendations on how to improve relevant report will be offered.This research shows that The China Youth Daily gradually formed a trend of large-scale reporting, diversified themes and forms of literature, the images of undergraduate entrepreneurs becomes clear and rich. At last, factors may impact on reporting of university students’ innovative undertaking employment will be analyzed. Four suggestions will offered, in the purpose of help media to improve their reporting of relevant news.