The Third Sector In 2002-2012 In China's Mainstream Media Reported Media Image Change

Non-governemental or charity organizations are all called the third sector and they areattracting the attention of the academic field in recent years. The reform of the economic,political and social systems put the governemntal monopoly into an end and open the doorfor multiple nongovernmental organizations, ushering in a new era by reconstructing tworelations: relation of the nation and the marke, the relation of the nation and the society.Many professors hold the idea that the third sector is a landmark of the establishment ofcivil society. However, the scandals exposed by the press about the charity organizationsare tarnishing the image of the third sector in China. Their credibility is stronglychallenged after a seriers of scandals, which is reflected by the deduction of donation andthe fade of passion. It needs retrospection.Compared with the third sector in western countries, many charity organizaions in China isnot fully nongovernmental, they are not independent and are operated by the government.Many complaint and criticism are raised due to the lack of transparency and credibility ofthese organizations. Citizens are expressing their disappointment of charity organizationsin general. The scandal of Guomeimei, a Chinese girl who posted her extravagant life styleon sina weibo incited the anger of Chinese people because her identity is said to be closelyrelated to the Red cross in China.In spite of this, a campaign titled Free Lunch, initiated by weibo and co-ordinated by themain media achieved a great success. Therefore, judging by the sacandal of the red crossand jumping into the conclusion that the charity work in China is facing a downturn isgroundless and need reconsideration.The study intends to find out the reason of intense reaction by the citizen towardGuomeimei issue, the image that is being construted by the mainstream press, thetransformation of the image of charity organizations between2002and2012and thereason of these changes, if any. It also tries to put forward suggestions to better createsocial benefit. Based on th e framing theory, the article is to find out the frame works of charityorganizations of the China Youth Daily from2002to2012.