Study On Dama's Image Of Media

"Dama" is a new term from the media of United States, which represents domestic middle-aged women buy a lot of gold which caused the changes in gold price in the world. "Wall Street Journal" even created this new English term. "Dama" not only became one of the Internet buzzwords in 2013, but also included in "Oxford English Dictionary". Because of the high media exposure, they had become an important social group in China, and acquired considerable international influence.In this article, we made a study on Dama. We used "Framing Analysis" to analyze the relevant news sample based on macro-scale, meso-level and micro-scale. We chose the news on sina.com from 2013.4.15-2015.4.15 as research sample. How the media image of Dama are constructed is our main task. So we also selected reports from mainstream newspapers and foreign media as our sub-samples, in order to better explore how and why the media did so. Finally we would bring forward some countermeasures and suggestions.The study found that the news from Sina.com showed the following six conclusions: Economic issues were presented Fragmented,and the theme tend to be more diverse; Figures reported were tagging described, and lack of personal care; The Construction of social role is little, and media focused on topics of wealth; The words in news were emotional, and the image was constructed stigmatized; Title party appeared more frequently,and there appeared the tendency of news entertainment.; The group spying of Dama highlight the weak voice of Dama.Based on the above analysis, we summarized the media image of Dama, forming five typical image modes, respectively:energetic, enthusiastic and optimistic collectivists; A group of conform, crazy and irrational people who follow the trend of investment and go cargo sweeping; Women who pursue a sense of presence and security; The leisure class who go after trendy fashion and pursue leisure and health; International social groups who are capitalized and wayward. These five kinds of image modes were interrelated and mutually complemented, constructing a media landscape of "Dama".In chapter ?, combined with the analysis findings of Sina.com, mainstream newspapers and foreign media, we made 2 reason factors analysis, one from media view including media orientation, agenda setting and framework as well as media stereotyping, and the other factor from social and history view including material and spiritual reason analysis of Dama's dynamic behaviors and values. Finally, we proposes four suggestions, First, conduct in-depth and comprehensive interviews, and try to equal the rights to speak; secondly, adhere to journalistic professionalism and be proactive on agenda-setting; Third, strengthen social responsibility, and make efforts to remove social barriers. Finally, from the perspective of Dama, we hope they can take an active participation to advocate their own self-images.; Furthermore, from a social point of view, the parties should strive to create an active and healthy social atmosphere for Dama who represent the majority of the elderly population. I hope the mass medias can assist the parties to improve and revise the media image of Dama, so their positive energy can be better passed on.