Study Regarding Media Image Changing And Image Rebranding Of China Red Cross

China Red Cross, taking humanity, justice, neutrality, independence, voluntaryservice, unity and general as the principles, is a charitable succor organization andengaged in humanism succor work. China Red Cross is the red cross organization ofPeople’s Republic of China and also is the social assistance group engaging inhumanism work as the important part of international red cross movement. It isconceived as the aim of promoting humanism, universal love, dedication, protectinghuman’s lives and health and developing human progress. Its supporting fund roots ingovernment grant, international and Chinese public donation. Government grant is usedfor the staff and the body’s operation, project and lottery public welfare. The maincapital is from international and Chinese public donation. It require people have hightrust to the movement and capital using, which can ensure the group’s stability anddevelopment. To some extent, public trust shows the image of the group. But because ofsome factors limiting the direct contact between people and the Red Cross, people knowrelevant information from media. Therefore, the image of Red Cross in media cannot beunderestimated, which relates to itself survival and development. Its low public trust,week transmission and affinity binding and damaged media image can block the way ofcollecting capital. When it is questioned and facing trust crisis, the significance of itsexist and development will fade away.The study, taking People’s Daily and Sina as the representative divides the tenyears of2003-2012into three stages in timing point of2004and June21,2011. Theyear of2004is the100th anniversary of China Red Cross, and at the same time it is theopening of Eighth national member representative assembly of China Red Cross. At theconference, State president Hu jintao was engaged to be honorary chairman. Thehistoric coincide not only highlight hundred years’ course of China Red Cross, but alsomanifest its political membership status. Whereas as the biggest negative event from itsfounding, Guo Meimei’s showing off her wealth in Sina microblog can be regarded as ahistorical turning point. At the same time, People’s Daily and Sina, as the screeningmedia, comb and conclude the quantity, source, theme, tendency the media report,analysis and summarize the image changes in the media news. The image of Red Cross presents a distinct changing process.In and before2004, the reports regarding China Red Cross focus on succor,working conference, etc. and negative report is little. During such stage, China RedCross had good image, high public trust, strong affinity, big transmissibility and goodintegration. From2004to Guo Meimei event, the reports are mainly about succor,public benefit activities and working conference, but also be inserted by some negativenews about the using, managing and supervising and Li’s One Foundation, and there arestill the other parties’ donation and support. This moment, Positive, negative and neutralreports are interlaced. After the happen of Guo’s event on June21,2011, all themeswere almost occupied by Guo and commercial Red Cross, and accompanying withChengdu donation box went moldy, supervisor committee and buying villa, etc. Publicquestion and blame emerge, and there are hardly any positive reports. Routine aid workregarding flood prevention has to be laid aside. Afterwind Guo event brought to ChinaRed Cross still exist. The image of China Red Cross suffer a disastrous decline.It explains that Media plays an important role during China Red Cross’development. It needs the help of Media to strengthen its impression and to improveitself image. Therefore, paying attention to and studying the image changes in mediaand strengthening image building, remodel a good image and improve its public trust,affinity, transmission and integration can be of great significance to the position ofChina Red Cross succor and its continued health development. That not only can makeChina Red Cross has a clear understanding and cognition, push reform paces, but alsohelp its development, aid work and philanthropy transformation.