The Study On The Construction Of “Chinese Dama” Media Image

In recent years, the mass media obtained rapid development in our country; it not only has formed a considerable media culture with Chinese characteristics, but also has penetrated into every aspect of social life, which is acted as the criterion to know and judge the world. So, the media how to construct the framework of image, from which dimensions to construct, will largely affect the audience’s cognition about the concept of the community. The "Chinese Dama" as a group of women in Chinese society, who is famous for the gold panic buying event in the wall street at the year of 2013, has completely subverted the traditional housewife image, and become the symbol of China, which has some significance in terms of politics, economy and culture.The mass media classifies the "Chinese Dama" into four types:the rich and crazy master shopper; the troublesome Square dancer; the older cheater and the alternative fashion icon. According to the media reports, there have too much negative news of "Chinese Dama" and a lot of the news are fake ones. Now, the "Chinese Dama" image is more and more embarrassing, even become a label of the bad behavior, be critical in the forefront of public opinion. In order to comprehensively and profoundly read "Chinese Dama" media image, the paper adopts the combination of quantitative and qualitative methods to study. The paper selects the news about the "Chinese Dama” from April 15, 2013 to April 15, 2015 to analyze, and attempts to get the results that the media use some unfair means to report the " Chinese Dama " and take the " Chinese Dama " a bad fame in order to get the media effect. Based on this, the author put forward some suggestion on the " Chinese Dama " image construction from the perspective of communication studies and looking forward to give some helpful effect for the current media image construction.