Study On The Media Image Of "Square Dance Dama" Based On The Framing Theory

In recent years,Square Dance,as a popular dancing activity,which is a combination of fitness,entertainment and friends making,is enjoyed by elderly people.The reports about “Square Dance Dama” have increased dramatically since August 2013.And the disputes about public space between “Square Dance Dama” and the public appear in the media frequently.The image of the “Square Dance Dama” that the media shows not only has impact on public's cognitive,attitude and behavior to this group,but also restricts Dama's self-identity and process of participating and involving in society.Therefore,under the background of social transformation and deepening aging,it is of great significance to explore the media image of the “Square Dance Dama”.Based on the framing theory of Taiwan scholar Zang Guoren,who divides media frame into three levels,this paper analyzes 410 cases of the report sample from 2013 to 2016 in the Baidu news employing the method of combination of content analysis and case analysis,and summarizes the media image of the “Square Dance Dama”.Also the present paper draws a conclusion of the characteristics of the media image of the group,analyzes the problems existing in the media image of the “Square Dance Dama” and the factors that influence their image.Finally,the paper offers some suggestions about the truly presented media image of “Square Dance Dama”.The paper is divided into five parts.The first part is introduction,which includes the research background,significance,literature review,definition of concepts,research questions,research methods,innovation and design of the paper.The second part is data statistics and analysis to the reported samples of “Square Dance Dama” from three levels,that is,the macro-level of subject framework,including news topics and news genre;meso-level of narrative framework,including reporting position,the nature of the image,involved object and interview object;micro-level of rhetoric framework,including news illustration and key words of title.The third part is the summary of the media image of “Square Dance Dama” as rejected social order disruptors,enthusiastic participants of social activities,the vulnerable weak and potential consumers,and the characteristics of the media image as non-traditional,typified and demonized,combining statistical results and specific cases.The fourth part analyzes the problems existing in the media image of the “Square Dance Dama”s,namely,the stigma of the labeled report mode,the imbalance of the topic and the position of the report,the lack of the discourse right of the subject of report and deep excavation of the news.Also,this part explores the factors that impact the presentation of the media image of “Square Dance Dama” from the social,media and public aspect.The fifth part provides some suggestions about the objectively presented media image of “Square Dance Dama” from the perspective of the government,the media,the public and the “Square Dance Dama”.