Construction Of MaYun Media Image From The Perspective Of "Public Entrepreneurship, Innovation"

“Public entrepreneurship, innovation” is our country one of the most important driving strategy in the development strategy of innovation. In the 2015 “government work report” when prime minister detailed the significance “Public entrepreneurship, innovation ”.The “Public entrepreneurship, innovation ” words quickly spread throughout the country. Ma Yun as a model of “Public entrepreneurship, innovation” his media image is quite remarkable.Therefore, the research of Ma Yun's media image has the significance of the times. This text is based on agenda building theory, media construction theory and media image theory. Ma Yun's media image to be researched by communicator's image system and receiver's image system. The communicator's image system includes "Ma Yun's micro-blog" and "China Youth Daily" to build the image of Ma Yun and the receiver's image system includes the audience's perception of the image of Ma Yun.Using content analysis and text analysis as the main research methods to study the media image of MA Yun. Through the "China Youth Daily" in the news reports about Ma Yun and Micro-blog released by Ma Yun to statistics number and text analysis. The study concluded that media present Ma Yun's media image is diverse. Traditional media "China Youth Daily" as one of the mainstream media uphold the mission and responsibilities of the media in the new era. Such as hold high the flag, leading the direction, around the center, service for the Chinese people. The "China Youth Daily" to shape the Ma Yun's is a good business enterprises and a model of domestic contemporary famous entrepreneurs. Ma Yun is an understated and mature person, not only has the manner of a successful businessman but also has the temperament of a teacher who solve other doubts. So Ma Yun's micro-blog from the media image is an ordinary people who is a love education, pay attention to family and friends feeling. Even claiming to be a village teacher. The image of the two to create a larger difference.In order to study the audience's recognition of the media image of Ma Yun author did a questionnaire. The survey results show that audience's recognition is consistent with the media image made by “China Youth Daily”. That is Ma Yun in the mind of the audience is a successful entrepreneur and a good business entrepreneurs. The mass media play in affecting the audience's cognitive effect is stronger than Ma Yun's micro-blog. The audience's recognition of Ma Yun's media image influenced by the media and their own “selective contact”.