The Research Of Chinese Mainland Image In Reports Of Apple Daily Of10Years

As you know, we Chinese Relations Across the Taiwan Straits was controversialbut continuously developing in the past decade.Numerous academic research has discussed the cross-strait situation, but there’refew talking about Taiwan’s attitude to us from the perspective of Chinese Mainland.It’s wise if we really know their attitude towards us, especially their media imagefor we Chinese Mainland, because it’s helpful to clearly see ourselves and availablycommunicate with each other.My study has conducted a Content Analysis for Apple Daily, which is well-known for it’s dominant position in Taiwan. Taking the covers about ChineseMainland in the decade from2003to2012, my study addressed Topic, Basic Attitudeand News Frame, in order to deeply analyze the image of Chinese Mainland in eyes ofTaiwanese and the Practical Value of it.Some findings were made in the process of my study.There’re about1900covers every year, each averagely includes460words and4.8paragraphs and nearly90%of them were second-hand news. Economicallydeveloped areas were reported more frequently. Soft News, such as cultural news,social news and new about people’s livelihood, was reported more frequently, forHard News, political news was in the lead and economic news took second place.Nearly half of the covers were neutral, and negative news was3times of that ofpositive one. Most covers were wrote with conflict frame or compassion frame.We could have a good knowledge of the trend of3stages through covers, length,source, site, topic, attitude, frame, and so on.My study also found that the attitude and frame of covers had much to do withthe topic. For example, the attitude of political issues was always negative, which wasthe opposite for cultural issues. For another example, Soft News mainly usedcompassion frame, but Hard News was more related with conflict frame.Finally, I’d like to summarize3key features articles of Apple Daily reflected.They’re Taiwan media’s multiple roles during interaction, opposite interpretationto soft and hard image and the situation of Chinese Mainland’s lack of agendasetting and frame exportation.Taken all features above for consideration, we Chinese Mainland couldcommunicate more targeted news, and set up our national image better.