The Media Discourse Analysis Of The News Broadcast Media On Three Rural Issues

In China, three rural issues, which is left over by history, has been existedobjectively for a long time. And the government and society have been always paygreat attention to it. In2004, to pay great attention to three rural issues, a vitaldocument was promulgated by the administration for the first time, igniting theenthusiasm of the public on the issue instantly. As a metrics of examining andmeasuring government behavior, rural issues have been highly provocative,stimulating public’s "nervous", whether it is based on the political discourse or basedon civilians discourse. A population of900million are accommodating in rural areasand facing numerous long-term problems, includinglow income, bad social security,the gap between the rich and the poor, lack of educational resources andtransformation from urban to rural. In today’s society, as McLuhan, media stands forall things and all things are media. Regarding the evils of social change and reform,"News Network" is a government’s mouthpiece. How to incorporate significance,produce discourse, dilute the risk has become the new a breakthrough of three ruralissues. Based on this, the topics selected411agriculture-related reports as theresearch object, which is covered on the programa of "News Network" by CCTV in2012, and closely contact with critical discourse analysis, in order to examine theNews Network’s significance production techniques and operation ofpowermechanism, which is the media discourse.In the point of rhetorical, the first part of the paper consider the complicitybetween power and media, that the internal association between the significance andpower and between words and metaphors. Stemming from the motive of a subject ofright to control the right to interpret,"News Network" falls in with the complicity andconsultation of the national discourse inevitably. Although "News Network" is amonopoly institutions with the most right to speak, it published routine thinking everyday. To evade public pain, obscure social suffering, and to produce a unified feeling,of the discourse of sacrifice, progress, extremely beautiful reappearred and heroimage is structured.From the point of mythological, the second part of the paper discusses the symbolof "News Network" as well as the dominance relationship between the government and the people, the ideology and interactive ceremony, news discourse and power todiscipline.The legality of contention, which is from the collective memory andpersonal hallucinations and from the right to the machine and religious revelation, hasbecome the original power of organized significance to be occurred andstructured.The feeling of individual as a member was recovered by thehigh-intensitive interaction ceremony rapidly. Emotional energy and the power ofsolidarity coming together, the symbol of Xi Jinping and Wen jiabao, stressedrepetitively, has become the myth.