The Research On The Communication Effect Of Domestic Media’s Construction Of National Leaders’ Public Image

Since the 18 th Congress of China’s Communist Party, the idea of “strengthening the publicity, innovating the form of transmission, telling new stories, transmitting the voice of China” has become the main direction of the reform of China’s media. The public image construction of national leaders is always the focus of political communication. The major reason relies on that the public image of national leaders is closely related to the aspects from the implementation of the policy, the determination of the public, to the foreign policy and national image. Therefore, study analyzed the current situation of the reports about national leaders from the perspective of the audiences in combination of real cases and their value tendency. The goal of the study was to explore an innovative road for media in constructing the public image of national leaders.This study adopted both the qualitative and quantitative research approaches, to determine the independent variables that influence the transmission effect on basis of the image construction theory, the “utilization and satisfaction” theory and the identity theory. Thus, the theoretical model of the influencing factors of transmission effects on the reports of national leaders was constructed. Out of 1300 questionnaires, 1137 effective ones were collected during the empirical study. After the effective data input via the SPSS software, independent samples T-test, single factor analysis of variance(ANOVA), correlation analysis, cross analysis and descriptive statistical analysis were conducted to detect the correlation between the independent variables and communication effects.The following conclusions were obtained from the study via relevant verifications: the report style, topic and the form was correlated with the satisfaction of the audiences, while the report language did not relate to the satisfaction of the audiences. Through specific data analysis,the main factors were summarized as follows: the homogeneity of topic, the inflexible report form as well as propagandistic style. Based on the three dimensions, combined with real cases,the study summed up three strategies as the innovations of the communication paradigm, the topic and the report form, with the aim of exploring the future development trend in constructing the public image of national leaders in the process of transmission.