Multipie Discourses,Multifaceted Shen Hao

Times developed to today, all kinds of environment and conditions have been far away from born the age that typical reports borned. When government and journalists in the face of the typical reportage, the concept and the technology have all changed, and caused some changes for typical reportage in the new era.In this paper, main environmental changes focuse on media and political factors. Analysis mainly cut from the point of view of the market-oriented, analyze the changes that happened in the mass media industry and the political ecology which due to the market-oriented since China’s reform and opening up. In terms of the medium, combined with the propaganda of the examples in the new period, we can see that the network become a microphone and amplifier of folk discourse and expression of challenging the official discourse; And political aspects, since market-oriented reform, the central fiscal decentralization cause the change of relations between central and local governments, local governments become independent of the interest subjects. When the phenomenon of "Superiors have policy, subordinates have countermeasures " comes to be normal, the central authority often encountered challenges. Although the central government and local government are referred to as the "official", but most of the time, their words appeal is not the same, but all have their own interests. This paper will combine the specific case——Shen Hao model deeds propaganda——to study the construction of a typical image has what subtleties in such a new environment and the new situation.In this era of environment as the research background, this article will make a very comprehensive and in-depth content analysis ahout the typical propaganda of Shen Hao, adopting case study, literature analysis and comparative research methods, to spy out the direction and prospect of the mass media construct the typical image in the present discourse multivariate society. Research into three levels:different media constructed typical image, typical of film and television screen image, the typical images of folk discourse system. At the end of the article, I will make a generalization compare between the propaganda of Shen Hao and Jiao Yulu. They are both examples of grassroots cadres which set up from national level, at some level can be can be described as the official representatives of the regime, and each has its time significance. Through comparative analysis, can be more intuitive to see to typical image, such as "outstanding cadres" construction change, can be more intuitive to see the the new characteristics of image construction of "outstanding cadres" in the new era reflects.In addition, this paper tries to research the construction of typical characters from the perspective of constructivism, and in the process of text analysis, I’ll try to discover the driving force behind all these texts as far as possible, and to answer the question that "why it’s Shen Hao".