Research On Modeling The Media Image Of The Ant Tribe On Website News

Professor Lian Si introduced the conception of ant tribe to the public in 2009. The tribe who were described as high-educated, low-paid and living in poor conditions, shared lots of common ideas with university graduates and students. They kept in touch with only a small number of people even though they were living in some of the cities, like Beijing, Shanghai, Guangzhou, Wuhan, Chongqing and so on. They have been known by the public through media.With the development of Internet, the traditional communication models had been changed. Accordingly, the communication effect will be unforeseen due to many uncontrollable factors. Nowadays, more and more university students choose network to have a better understanding of the ant tribe by its convenience. Under such information circumstance, do news and information, spread through Internet, have any kind of communication effect on the cognition of university students on the ant tribe? What could be the dominant factors?To answer these questions, this thesis will firstly draw the media image of the ant tribe on website news. The writer finds that network media give priority to present negative image of ant tribe, featuring on their poor living conditions, their efforts for survival and their hardships, difficulties in daily life.Secondly, the writer's investigation was based on the result of content analysis which aimed at getting some kind of measurements for the recognition of audience and for the consistency between audience recognition and website news. According to the analysis, the writer finds out that interviewees had realized the image of the ant tribe presented by website news was mainly negative, but it was still accepted by the majority of them.Lastly, website news still have cultivation effect on recognition of university students with regard to modeling image of ant tribe by comparison. However, this effect is relatively limited, due to information source, motivation and the evaluation of website news.In conclusion, the website news does play a considerable role on the recognition of the ant tribe by the audience. But at the same time, some factors of the audience's own should be taken into consideration while measuring the effect in the process of website news communication.