Study On The Media Image Of The Shanghai Science And Technology Museum

This paper aims to study the media image of Shanghai Science and Technology Museum(SSTM). The article uses the method of content analysis, and the use of quantitative statistical method, to explain SSTM’s media image from the vertical line and horizontal line.This study selects the "Jiefang Daily", " Xinmin Evening News ", "Wenhui Daily "and"Shanghai Science & Technology News" as the research object, Respectively, in-depth analysis of SSTM’s news from 2001 to 2002,2003 to 2008 and 2009 to 2014.Starting from the vertical line, in order to sort out the changes of SSTM of media image,this study compared the media image of SSTM in the first stage, the second stage and the third stage; Starting from the horizontal line, the study compares the "Jiefang Daily", " Xinmin Evening News ", "Wenhui Daily " and" Shanghai Science & Technology News" on the same stage, then sums up the similarities and differences between the image of the party newspaper, the comprehensive daily newspaper and the professional newspaper. From the horizontal contrast,on the one hand, the positive image of news about SSTM which occupied the first place in the three media; On the other hand, influenced by their own properties and characteristics, "Jiefang Daily" paid more attention to SSTM’s news, "Jiefang Daily"had the authority and guidance about SSTM’s news,and also had certain guidance and influence on other comprehensive newspapers and professional newspaper.The study further analyzes the image change reasons of SSTM: First, due to the different stages of development have caused different development strategies; second, the managers(each period) have different requirements and expectations about media image.Finally, this study analyzes SSTM’s future expectations about the media image, and compares with the media image before, then put forward the optimization measures of media image.