Research On The Media Image Of "Chinese Aunt" From The Perspective Of The Framework

"Dama" had been born due to the gold rush in April 2013, whose purchasing power shocked Wall Street giant so that certain foreign media created an exclusive word-"dama" to describe it. In the recent two years, "dama" had been one of the network buzzwords which the major media in China used frequently in the relevant reports. As a result, "dama" began into the public view. It implied the metaphor and irony of the era of the change, the absence of policy and system and reflected the contradiction of the public, the anxiety and crisis of the identity of Chinese female and the elderly. The appearance of "dama" not only means another emerging group, but reflects a special social phenomenon. Therefore, the media image of "dama" is of great significance to the development of modern society and media research in China.The thesis chooses the reports of the "dama" in the sina net for sampling, which selects the reports of "dama" in the news headline as search keywords as research subjects of sina news channel from May 1,2013 to April 30,2015. With the help of framing analysis, the thesis categorizes the media image of "dama" and figures the correlation data. Based on this, the study probed into three aspects of Subject, Discourse and Expression by framing analysis theory with the purpose of revealing the process of construction of "dama". Therefore, it founds that the reports focused on three themes including "gold rush", "real and bitcoin" and "square dance". Meanwhile, it tends to concern the relationship between the major issue and the consequence or influence and use the comments of third-party (including reporters, experts and scholars etc) to state their positions and guide public opinion. In the expression, the media highlighted through amazing data, attractive headline and indefinite subject context to influence the audiences to understand the pieces of news.Overall, the media image of "dama" shows three characters in constructing as follows: non-traditional, schema-based and stigma. Accordingly, the author endeavored to dissect the presentation model of dama's media image as well as the contributing factors behind that from four-fold vantage point which includes social situation, media operation, "dama" and audiences cognitive.At last, the author observes that "dama" is a concept of the social group and makes a strategic thinking aimed at above four motivations in order to consummate the construction of media image of "dama" in the future.