Research Of The Doctress’ Media Image Constructed By The News Reports From Sina

As an important part of both sexes, the female has always been the concern ofthe public. However, gender and media are the hot research topic in the field ofJournalism and Communication. Thereinto, doctress, as a group of the female, attractsattentions from the society. As one of the major reflectors of orientation of socialvalue and ideology, network media is also involved in the process of social andcultural construction. To some extent, the frequency, the way and angle that mediareports on them as well as the agenda setting of reporting theme affect and constructthe public’s ideas and behavior of talented women invisibly.This paper takes the five-year network news coverage about doctress picked upfrom Sina news channel from January1,2009to December31,2013as the researchsamples. It combines qualitative research with quantitative research by using contentanalysis, case analysis as well as literature research method. The first chapter is anessential prerequisite of this thesis. The second chapter makes a detailed analysis ofrelevant reports from six aspects, which cover the number, the theme, the keynote,types and sources of reports as well as the standpoints of the reports. The third chaptersums up the media images of doctress and the characteristics these images presentfrom four aspects based on the results of the previous data analysis. The fourthchapter analyzes causes of the media image of doctress. In the final chapter, theauthor points out existing problems of relevant news reports and makes somesuggestions for improvement.The research finds the media images of doctress Sina constructed are as follows:they are seen as the victims and suckers in their marital life and elites at work,offenders and suffers in social life as well as participants of cultural activities, theundertaker of social responsibility and pioneers in research. The reports on doctressin network news are mostly negative. The characteristics that the images of thedoctress presents are diverse but uneven in distribution, they are marginalized anddemonized. The reasons this kind of image forms mainly lie in two factors: socialculture and network media itself. Then, the author gives some pieces of advice onhow to improve the relevant reports form four aspects: strengthening the media’s sense of responsibility, upholding the principles of balanced reporting, diversifyingsources and not categorizing types of writing.