Comparative Study Of "Civil Servant" Framing In People’s Daily And Weibo.com

The examination for public servant has become the most fiercely competed test in China since1994, which attracts more and more college students to take in. In this paper, based on the hot social issue, we choose " People’s Daily" and " Sina microblogging" as sample media to study the content of relevant reports, in the aim of finding out the similarities and differences in the framing process between the two different media.This paper has mainly adopted quantitative method, supplemented by text analysis, combined with specific cases study, for the whole research. The comparative analysis of the two media is focused on a new theory concerning specific issues for particular media communication. This model, derived from the classical essence of traditional framing theory and agenda-setting theory, divides the agenda-setting into three levels, namely reporting framework, content attributes framework and emotional attributes framework. Accordingly, we propose the following main issues:in the transverse, to compare similarities and differences of the three levels between old and new media; in the longitudinal direction, to explore the intrinsic link between the three levels.Through the study, we have found that in the agenda setting, the issue concerning " Civil service" exploded in the " People’s Daily " and " Sina microblogging" demonstrates both similarities and differences, specifically in the text. Elaborate. In addition, the paper also provides a new perspective for the comparison of old and new media agenda-setting study.