| Ifeng website is looked on as a main carrier at present. In this thesis, the report of China’s urban management staff by ifeng website is the object to be studied in five years. and along with questionnaire, personal interviews and other materials’ support, this thesis is designed to study the differences of China’s urban management staff’s image between media and reality.This thesis combines the approach of quantitative statistics and textual analysis, by analyzing and comparing in portrait and landscape orientation towards the media image of urban management staff, exploring the main reason of the failure of China’s urban management staff’s media image-building. And the key solution will be proposed.In portrait orientation, this thesis selects the report of China’s urban management by ifeng website happened from 2010 to 2014. Tackled from the report amount, report source, report theme, report disposition and so on, and as the main starting point, making further efforts to analyze the trails of China’s urban management staff’s media image-building. In landscape orientation, a great number of citizens are surveyed, and also their information channel, their impression on urban management staff, their attitudes towards the report of the urban management is studied. Besides, in this paper, a current leader of urban management who has been in-service beyond ten years is interviewed on the question of the failure of the urban management staff’s image-building on law enforcement, publicity, system construction.By the contrasting of portrait and landscape orientation, results of the study shows that, from portrait line, on one hand, urban management staff has never disappeared from the media attention as an official staff, which can be proved by the yearly increased report data on urban management staff and the diverse trends on the report themes and materail as a whole. On the other hand, the number of the report on the urban management staff’s delinquency, malfeasance,violation of laws and regulations and corruption is also increased which leads to urban management staff’s a negative image. However, with the development of society and the rationalization of public, the positive attitude that China’s urban management staff has also raised by fair number of people. Not only do they agree with the image-building that urban management staff is dedicated public servants and frustrated fellow, the image of a pioneer of enforcement approaches is also sprung out.From landscape comparison, owing to affect by the institutional system, the negative image of urban management all along is occupied by the report of big “temporary†staff. From the other side, influenced by the modern media feature in spreading news, there also exits the circumstance that in order to chase hits and win the audience attention, the media deliberately expands the “bully†image of urban management staffs, which also leads to a result that few media investigate thoroughly the reason behind the events, and even if depth reports fail their efficiency. Besides, current positive or neutral report referred to urban management staff mostly concentrate on the part of work summaries, performance reports and so forth, which not only fails to reverse the negative image, but also in the current situation of poor media image of urban management, intensify the public’s bad impression on urban management staff in a degree. |
