Study On The Media Image Of Enshi Tu Minority Girls' Festival

Sociologist Tuchman said that: “Media is the window to know the world for the audience, the scenery media presents in front of the audience directly impact on the audience's cognition, emotion and value judgment. However, whether all of this match the reality of the real world," it depends entirely on the media in the choice of location, size, and preference.” Nowadays, the rapid development of communication technology, media plays a more and more important role in our social life, it reflects the world, as well as shaping the society. People's judgment at things often depends on the image of the things which media create.The Girls' Festival originated from Shihuiyao Town, Enshi City, which was initially in a form of trading in a village market fair, aimed at seeking the beloved one. The festival was established in the feudal society, with a history of more than 300 years, which has been the most important festival for natives in Shihuiyao Town. Nowadays, The Girls' Festival is no longer a festival only for natives, but also has become a festival for all people of Enshi City. On lunar July 12 th, the autonomous district government would hold a series of activities to celebrate the Festival even inviting some celebrities to host the various shows. Meanwhile, The Girls' Festival is also addressed at the strategic level by the local government, what has been listed as one of the symbolic scenic spots of Enshi. Thus, the integration of culture and tourism attracts tourists home and outside to come here sightseeing, which makes great contribution to the tourism development of Enshi and opening the window for people to know and understand the culture of Tujia Minority.The researcher chooses some news on reporting The Girls' Festival from the Enshi News Network the most presentative local mainstream media as examples to make a frame analysis under the news frame theory, so as to understand how Enshi News Network creates the media image of The Girls' Festival and its way of "self-image shaping" as a local media. Besides, the researcher makes a comparison analysis between the shaped media image and the actual Girls' Festival to explore whether there are differences between both.The research shows that The Girls' Festival is featured by the function of “blind date, date searching and Valentine's Day” which makes the Festival as "name card" or "brand" of Enshi. Promoting the tourism development and cultural exchange by the festival is the most important factor for the frame constitution. The media image of The Girls' Festival shaped by Enshi News Network is basically in coincidence with the folk-activity-oriented Girls' Festival, but the media highlights the Festival's "tourism" framework and weakens its "culture" framework. The results not only show that the media tries to create a real “media image", but also show that the media has chosen a focus to highlight when it doing so.