| The Silk Road is a complex transportation system which connects Asia?Europe and Africa It has been an important channel for the exchange of Chinese and Western cultures and commodities for nearly 2000 years from West Han Dynasty to Qing Dynasty.It is also a place which has the longest history,the most profound value,the most extensive span of time and space and the most abundant cultural connotation.And,so far,it is the world's largest linear cultural heritage.As a cultural promenade with cultural highlights,cultural integration and coexistence of various religions,the research on the protection,development,academic investigation and cultural communication of the Silk Road cultural heritage has drawn much attention from all walks of life.Especially in September 2013,when Chinese President Xi Jinping proposed the “Belt and Road”,the Silk Road once again became the focus of attention of the world.Nowadays,with the acceleration of globalization and the rapid economic development of China,China has also actively constructed and participated in regional cooperation.Under the influence of the world cultural diversity and foreign cultures,it has become an urgent task for the Chinese Communist Party-owned(CCP-owned)media that how to build a news framework based on cultural heritage,publicize the media,convey the mainstream of Chinese culture values and carry on the modernization of culture domestically,while accelerating culture's “going out” pace to enhance the influence and soft power of Chinese culture.Therefore,this paper chooses 1155 related reports about the Silk Road cultural heritage from People's Daily,as the research object from the reform and opening up in 1978 to 2017.Starting from the framework theory,based on the quantity of reports,the development of the Silk Road cultural heritage in modern age and the important time nodes of its span,the 40-year period is divided into three historical stages: the Silent Silk Road(1978-1987),the Awakening Silk Road(1988-2013)and the New Silk Road(2014-2015).This paper mainly studies seven aspects of the news materials-they are quantity,genre,length,location of layout,coverage region,theme and tone,and adopts the method of quantitative research to discuss how People's Daily report Silk Road cultural heritage in the above three historical stages,what kind of features are reflected,what changes have the report framework undergone,and what kind of media image it represents.Through the analysis of the framework,the reports of People's Daily on the Silk Road cultural heritage is diverse in theme,with strong characteristics of the times,focuses on in-depth and long reports,cover a wide range of countries and regions,always promote the spirit of cultural heritage objectively and reflect positive energy.In the framework construction,People's Daily shows the media image of the Silk Road cultural heritage as “the road of friendship linking Chinese and foreign exchanges”,“the road of record of ancient Chinese civilization”,“the road to create economic value”,“the road symbolizing the national spirit”,and “the road to witness the national integration”.On the basis of the above analysis,this paper also discusses the reasons for the construction and change of the reporting framework of the Silk Road cultural heritage from the aspects of politics,economy,culture and society,and puts forward some feasible suggestions for the next stage of the report,which may help the CCP-owned media give full play to inherit cultural heritage,at the same time,make the audience to better accept and understand the cultural spirit of the Silk Road and enhance cultural self-confidence. |
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