The Research On The Media Image Of "Coal Bosses"

In the establishment and improvement of the socialist market economic system, alarge number of private entrepreneurs has made a significant contribution to socialistmarket economy with its hard, honest and legitimate labor, then, establish a goodimage. But also some private entrepreneurs are criticised by the media reports becauseof the industry’s peculiarities as well as some of the outrageous behavior, and thenestablish a bad image, in which the most typical mine owners, and in among thetypical used "coal boss" is the most prominent. Speaking of "coal boss", lavishweddings, mine, charter buy property, bloody GDP these keywords seem to havebecome synonymous with them."Coal bosses" bad image will affect the publicunderstanding of groups of private entrepreneurs, and thus affect the normal operationand healthy development of China’s market economy. Media as audience informationunderstanding window, how the "coal bosses" of broad interest groups reported? Howthe image of this group reported in shaping? These problems are related to the taxaimage of China’s private entrepreneurs, more importantly, is also related to thedevelopment and improvement of China’s market economy. Therefore, this article willthrough "coal bosses" media image sorting and summarizing, and provide some usefullessons to the substantive work on the spread of social groups in the future.This paper uses2009-2012China News, Sina.com, about "coal bosses" newsreports as a sample, in content analysis to description and generalization of the overallmedia image of "coal bosses" come to a "coal boss "encounter the merger andreorganization of the coal industry faces transformation of heartless, show off theirwealth, public-spirited image. Chapter III of the article is to construct the mediaimage of the "coal bosses" to discuss, including the construction of the positivesignificance of the media image of the "coal bosses", the media in representing thegroup during image problems and reasons. I found in the study, media reports,multi-angle audience a comprehensive understanding of the coal bosses groups;typical report,"coal bosses" are encouraged to participate in social welfare; image ofthe comb, to provide a reference for the government to better guide economic work;image construction, formed groups of "coal bosses" strong public opinion, these areworthy of recognition. But there are also positive and negative reports imbalance,labeling and stigma, showing the wonders of these problems precisely because the media market-driven, the media value orientation deviation as well as the public’shatred of the rich psychological collusion. In the last part of the article, the focus fromthe media point of view of the ethical responsibility of the media image of "coalbosses" to think, I believe that our government should strengthen policy guidance andsupport for the "coal bosses" group, and the news media should always adhere to thecorrect guidance of public opinion; establish objective, fair, comprehensive andbalanced coverage principles; strengthen the function of the news media, publicopinion; master the degree of commercial operation, pay attention to the balance ofeconomic and social benefits; raise awareness of social responsibility of the media inthese five aspects of efforts.