Research On The Media Image Of Chinese Railway Among The Reports On The Transport During Spring Festival

Reputed as the blood of modern society, railway has always been playing a irreplaceable role in social development. Entering the new period, the rapid social and economical development and more frequent going-out have led to the increasing demand for railway. Therefore, the development of railway has gained much attention from all walks of life. The railway acts as a organization of providing transportation service and its media image has exert great impact on the public recognition and its own development.To make research on the image of Chinese railway, this article explores the shaping of media image of Chinese railway by selecting the network news reports during the transport during Spring Festival as research carrier. To achieve this goal, it analyzes the components of media image and builds a research structure focusing on the public credibility, appetency towards the public, communication capacity and instrumentality. Based on the structure and with the guidance of the journalism framework, this thesis has carried out in-depth research on the text of network reports, analyzing indexes like quantity, source, form, main topic, region, subject, tendentiousness and others. The result has shown that the media image of Chinese railway has presented features of strong public credibility, communication capacity and instrumentality and weak appetency towards the public. In the final part, measures for building better media image of Chinese railway have been discussed based on the existing problems of media image.By analyzing the text of network news reports through content analysis method and cross-over method, this thesis studies the features of the media image of Chinese railway, for the hope that relevant results of this research can provide referential criterion for building better media image and improving the service level of Chinese Railway.