Research On Media Image Of Conservationist In The Network Media

In recent years, the economic progress of our country and the development of people’s livelihood have promoted the gradual improvement of the rights system. People’s concern for rights has gradually expanded from human rights to animal rights. The concept of animal protection has been introduced, which has much effect on the activities of animal protection in China. The issue of animal protection has gradually become a hot topic of public concern. Conservationists have taken massive action to protect animals, but their behavior has sparked considerable controversy, their image has been questioned by the public.This paper is divided into five parts, takes reports of conservationists from sina.com as the object of study, analyses the media image of conservationists and its formation factors, and puts forward the strategy of how to construct the media image of conservationists. In this paper, we hope to eliminate the query of the public and promote the development of animal protection in China, through constructing the media image of conservationists.The first part mainly introduces the background and the foundation, including the origin and significance of the research. This paper also illustrates the object, content, methods and innovation of the study, summarizes the research progress in domestic and foreign.The second part first introduces the selection method and the amount of the sample, then analyses the valid samples from the report topic, length, nature, sources of information and the type of conservationists’ image in detail.The third part focuses the total analysis into the change of the media image of conservationist. In terms of audience acceptance, conservationists turn into perpetrators that conflict with others constantly from mild animal rescuer gradually. They resist other people’s behavior, even do a lot of excesses, and face boycotts by the public now. In terms of media tendentiousness, the attitude of media towards conservationists has changed a lot. Once upon a time, media was almost in agreement with the behavior of conservationists. Now, media balances all aspects of sound. From the perspective of conservationists, on one hand, their action receives wide public concern at first, but now it seems powerless and helpless. On the other hand, it begins to diverge between conservationists, inadequate regulation causes mutual query of conservationists.The fourth part analyzes the causes of the media image of conservationists from the theoretical point of view. The analysis interprets the causes from social perspective and the perspective of Journalism. Analysis of the perspective of journalism is divided into two aspects, the media and the audience from the angle of view.In the last part, the strategy of how to construct the media image of conservationists is proposed. News media should shoulder the social responsibility, present all aspects of the sound, guide public opinion, and make efforts to reduce social conflicts. Conservationists should be rational in the process of protecting animals, unite with the media to carry out a positive publicity. Society should also give animal protection and conservationists concerns and understanding, advancing the process of animal protection.