The Mediated Image Of The Mass Media In Newspaper's Public News

With the development of society,China's public welfare establishments become more and more normal and diversified.In the social participation of the whole society,the mass media,as an important part of the social information system,plays an increasingly important role in the development of social welfare activities.And in the conduct of public welfare,the image of various forms of media is built out in the public news.In the social function,exploring the specific mediated image of mass media and analyzing the reasons behind the media construction is important to cognize and correct public communication behavior of mass media,meanwhile,it plays an important role in effective development of public activities.In the theoretical level,exploring the mediated image of various media forms in the public news is of great significance to perfect the theory of public communication.This paper uses the content analysis method to explore the mediated image of the media in the public news of China Philanthropy Times from January 1,2008 to December 31,2016,and then discusses the newspapers,magazines,radio and television,portal,social media,professional website,mobile client,respectively,to explore the reasons for the presentation of the media.At last,the paper proposes strategies to deal with the problems.It can be concluded from the research that in public news,newspapers and magazines present an image of the ‘silent' organizers who are influenced by political and economical factors,as well as an image of the successors of public welfare culture who are leading public opinion and concerned about the public interests;Broadcasting and Television assume the role of leaders in terms of shaping public opinion and devoting to the social welfare business,and they are also the contentious practitioners in the tide of pan-entertainment;Portals have transformed from the organizers of social good activities depending on political power to the one practicing independently,even more,it is becoming social helpers with great impact that is shaping public opinion;the mediated image of social networks has converted from an initiator to an advocator of social welfare business,and is given another role of the social good helpers other than being merely a supervisor,however during which there are some controversies occurred.Addition to that,balance problems arose in public interests reports.Given to the phenomenon above,the author starts from three aspects including the media as a disseminator itself,the surroundings of the media as well as the relations between the media and the disseminators,then several advice will be given in accordance with the aspects,in a bid to propose relevant paths to construct mediated images.