Study On The Media Image Of Tour Guides

People’s life has been affected by the continuous developing mass media. Their dependence of the media is also growing. More and more people now recognize and understand reality of the world through the media which gradually become the main source of acknowledging this world. The image of some social group built by mass media has an important effect on people’s cognition.As the development of social economy.tourism becomes a more and more important lifestyle. The number of tour guides is also growing. Because of various reasons, the tour guide has arisen a series of malignant events in the tourism activities which are widely condemned by the public and extensively reported by media. The media build the image of tour guides by way of news reporting. And the image is an important source of people knowing social reality which can deeply affect people’s recognition to tour guides. Knowing the media how to build image of tour guides, what kind of image has been built and the reasons is of great meaning.This study takes reports of2011and2012from the Sina as an example. There are271related reports in total after selecting, And then, analyzing each of them with content analysis and text analysis. This study construct six categories for analysis which are report types, report themes, sources, objects, use of pictures and videos in reports, repeatedly reported news of tour guides. Then generalize five main media images built by Sina which are gainful tour guides, tour guides deliberately break the law for chasing interesting, advanced tour guides who cherish posts and devote wholeheartedly to work, vulnerable groups full of helpless, victims of hidden rules. Next, analyzing the reasons why the image of tour guides built what they are. There are three reasons. Firstly, tour guides has been increasingly marginalized which affect the way of report; Secondly, the commercialization of media simplify the writing of news at the same time the media choose to work hard on the titles, and they have much more interesting in selling their products; thirdly, stereotype has an influence on news framework and cognitive framework. At last, the study puts forward several suggestions on how to build image of tour guides.