The Study Of College Teachers Media Figure From Sina

This paper based on the report of college teachers made by Sina from 2014 to2016 analyzes the selected samples from seven aspects namely their number,property,informatin source,narration methods,theme,genres,positions to present the media images of college teachers posed by Sina,further,lists the disadvantages and effect of Sina in media image shaping.In the meantime,it not only indicates the reasons why there is a negative trend to the media image of the college teachers but also gives some suggestions on how to re-shape it.Study shows the media images of college teachers posed by Sina are as follows:their personal lives are not so ideal,their personal lives are cheated;as for working images,some are responsible and innovative for their job while some are corrupt regarding teacher's ethics: they may forge academic study or be decay when conducting scientific researches.regarding social image,some are dedicated to the public benefit and initiatively participate in social affairs,but some are law-breakers.after analysis of the samples as well as the images posed by Sina,the writer found out the following deficiency of Sina 's news report while it was shaping the images of college teachers:There are a great deal of negative reports so their image would tend to be negative;the reports are not objective and they can not get enough chance to voice themselves out.at the same time,the writer shows the effect of this trend: on the one hand,it would mislead public cognition and cause public query.on the other hand,it will affect the self recognition of the college teachers.and then reasons gave rise to this trend are analyzed from 3 aspects: firstly,the drive of the commercial operating of media,secondly,the missing of objective facts and the discourse right of college teachers.lastly,the effect of stereotype impression.Last but not least,countermeasures are put forward to reshape their image from aspects of cyber media,college teachers,public.the cyber reports should try its best to be objective,impartial,balanced.college teachers should improve their own qualities,enhance their discourse right.the public should improve their media quality and break stereotype impressions.