"People's Daily · New Countryside" Magazine Reported Countryside Frame Analysis

Rural issues occupy an important position in the entire socio-economic development of our country, and have impact on building a moderately prosperous society, yet research of rural reports in the field of journalism and communication is obviously insufficient. This article studied rural reports of the "People’s Daily· New Countryside" weekly magazine and took theoretical framework for the analysis perspective, trying to study how the mass media can play a good role in promoting socio-economic development in rural areas.Applying probability sampling method, this article extracted a certain number of samples from reports related to rural issues at a time range from2004--when this magazine was founded, to the end of2011. According to the framework theory, the framework characteristics were investigated from the selection and reorganization of news material. News material selection included form and content and was subdivided into six indicators:number of stories, way of reporting, news sources, information sources, location of stories and report tendency. News reorganization contained two indicators of report scope and topic. It was found that the framework of rural reports in "New Countryside" deviate greatly from its positioning, showing obvious bias in the selection and restructuring of journalistic material, also profoundly impacted by policy agenda.To view the news material selection,"New Countryside" magazine is more focused on reporting rural issues and reflecting rural problems. The way of reporting is basically communication and message, and the interaction is significantly reduced."New Countryside" magazine presents a "self-centered" trend in news source, limiting its own vision and orientation of rural coverage. Most of information sources are "official", which means we can only hear very faint sound from farmers. As for location and tendency,"New Countryside" is obvious biased, neither conducive to render a comprehensive rural situation, nor beneficial to play the function of public opinion supervision.To study the reorganization of news material, the "New Countryside" pays enough attention to social, economic and political problems, yet reflects lack of concern about cultural and ecological issues. Themes of "New Countryside" are complex and steady changing steadily, showing different framework features in different years. News material restructuring process strongly influenced by policy agenda, media framework and policy agenda showing a high degree of consistency, all indicating that "New Countryside" magazine serves as a policy interpreter, which drifts off its positioning. Reporting framework of topics of samples changes dynamically, different themes showing different features of framework.In order to solve these problems, I propose the following suggestions:"New Countryside" magazine should continue to strengthen rural reports due to the importance and particularity of rural issues; while reporting rural issues,"New Countryside" should actively build interactive platform coverage of rural issues and maximize reader opinion feedback; the magazine should absorb news from various sources and learn from other rural media according to actual situation; at the same time, the "New Countryside" should turn its attention to the grassroots, listen to the views of ordinary farmers, reflect the practical rural problems; besides, with respect to reports area and tendency, the magazine should pay more attention to keep a balance to fully and objectively reflect the whole picture.As for the restructuring of journalistic material, the "New Countryside" should strengthen its concern of rural cultural and ecological issues to contribute to promote the comprehensive development of rural society. Meanwhile, the "New Countryside" should adhere to the principle of "Three Approaches" and play the role of the spokesperson for the interests of farmers. In addition, the mass media should not just be satisfied with founding the "three rural" special issues, but also increase the proportion of the "three rural" reports in comprehensive media, so as to reflect the real situation of rural problems. In the context of media convergence, the mass media should speed up in developing rural market, to meet the information needs of the audience in rural areas, to promote the healthy development of rural society.