Content Analysis Of Shenyang Municipal Government Press Release And Reports Under Frame Theory

In information society, general public’s demand and dependency on messages are soaring to a new degree, meanwhile, people hunt for information related or interested to himself in mess of pieces rather in a passive way but in an initiative way. Nowadays, in front of spick and span mode of propagation and the changing communication environment, can the municipal government be the same to set agenda for mass media then impose on public opinion only by controlling pollution? It is obvious that the answer for that question is wrong. Framing is among the words and between the lines of press releases composed by the government or coherent units, who are going to carry out the press conference. They need to be strong in a negotiation of whether their government framing is in need of the media framing, and get hold of how much more those framings get mixed. Only in this way, will the municipal government or the related units assume the obligations to provide information and link up with the press and public.The starting point is set to explore pattern for Shenyang Municipal Government get conformed to spreading regularity in brand new what environment. By analyzing press releases and reports to Shenyang Press Conference, this article is used to offer resourceful comments for Shenyang Municipal Government Information Office. Relying on Frame theory, which is fashionable in communication academic circle, the government frame and the media frame will be contrasted in three dimensions: Event frame, Text frame, Semantic frame. Three orientations representative press releases and correlative reports will be made a thorough inquiry adopting Content analysis and Case analysis. By this means, we can confirm whether there is any deviation from media frame to government frame, as well as the integrated reproduction.To be specific, in the second part of the article, the research of Shenyang Press Conference releases content announce the newly formed Shenyang Press Conference’s frame, on the other hand, media reproductions under the same subject category are framed by their themes, through which can we predicate the media frame to local government news press approximately,metamorphosis from standing high above the masses to equal basis dialogues directing to Shenyang Press Conference. The epilogue part is the recommendation, expounding the imperative transformation for the municipal government from political party frame to marketplace frame; from propaganda frame to communication frame.