Research On Media Image Of “village Official”under Changes Of Social

The People's Republic of China is a socialist state under the people's democratic dictatorship led by the working class and based on the alliance of workers and peasants.The problems of agriculture, rural areas, farmers has always been associated with the overall development of Party and nation. As the village cadres in the first line, The party's line, principles, policies need them to implement, the party and government relations with the people need them to close, the people become better off need them to lead.So there is a direct relationship between the quality of village cadres and construction of rural grassroots organizations.However, the unique social and historical environment created the village "two committees"(the village Party branch, the village committee), whose cadres are almost older age and with low education level. In order to improve the backwardness condition of the rural organizations at the grass-roots level, and fundamentally cracked problems of rural development, The Central Committee of the party puts forward the goal that “Try to select a certain number of college graduates to rural and community for employment each year from 2006”. Since then, a group of college students with new style began to integrate into the “village officials” team to give new energy and power for new socialism rural construction in our country. It helps to promote the construction and development of rural political civilization, material civilization and spiritual civilization.It can be said that, the image of village official is a media symbol which full of Chinese Characteristics. This symbols are changing and updating in the process of spreading and shaping, which show the specific characteristics of the times. Based on the study of this media image, it can also become a window to the perspective of social change.This study is based on the theory of journalism and framework, the research object are the reports of "village officials" in People's Daily from1949-2014. The main researchmethods are content analysis and text analysis. In the content analysis,the study analyzes the "village official" media image from the number, object, subject and tendency of the reports on the basis of framework theory;In the content analysis,the study analyzes "village official" in four history periods from 1949-2014, and discovers the differences of "village official" media image in recent 66 years which is shaped by mass media.At last, the study explores and reveals the deep reasons which affect the transition of village official's image on the media by analyzing the macrocosmic(political power,economic power and public power) and microcosmic(medium function, village officials)factors which affect the building of media image,explore the social and historical background and contact details "Village" between the construction of the image,and analyze the impact of "Village" the image of the construction of the main force,the implicit rules and problems.