A Study On The Transition Of The People’s Daily’s Frameworks Of Volunteer Reports From 1994 To 2008

Since China’s reform and opening up, China’s political and economic reform impel the transformation of social structure and social values. In this process, the Chinese media reform is affected by a series of social change, at the same time, as public opinion tool for social change, media also affects the process of social change. This paper analyzes the People’s Daily reports of volunteers in different periods, in order to review the dialectical relationship between media and social change.During the period of 1991 to 2010, the People’s Daily reports of volunteers can be divided into three stages:The first stage is 1991-1993, the second stage is 1994-2007, the third stage is 2008-2010. For the relevant report of the first stage is seldom, so this paper only studies the reports of the second stage and the third stage. This paper compare relevant reports of the first year of the two stages. These two years, the People’s Daily reported a lot more than the previous year, and the reports are representative samples of the second stage and the third stage.This paper uses the frame theory, and compares the People’s Daily reports on the volunteers in 1994 and 2008. Through content analysis and text analysis, this paper found that the image of volunteers in the People’s Daily has changed. At the same time, great changes have taken place in the framework of the People’s Daily, from the political framework and the overall framework into a framework for the life and the individual frames. Compared with 1994, the People’s Daily pay more attention to the life experience of the volunteers and personalization features and individual value in 2008.The author believes that the change of the People’s Daily have close relationship with the change of Chinese society. The development of China’s market economy, the change of social structure and social values, the rise of individual, all of these factors had a profound effect on the People’s Daily reports of the volunteers. At the same time, as the representative of the national ideology and public opinion tool, the change of the People’s Daily also promoted the citizen participation of public life, thus promote the social democratization process in China.