Study On The Media Image Of Sina Reports

“Cheng Guan”,a Chinese buzz word,has attracted the media's and public's attention in recent years.With the increase of Cheng Guan reports,its reporting ways has become diversified,changing from the traditional media to a variety of other modes.And with the rapid development of network,the network becomes an important medium of Cheng Guan reports.Meanwhile,the nature of network also contributes to the diversified presentation of Cheng Guan's image.This study,based on the news frame theory,intends to explore the Cheng Guan reports on Sina,aiming to find out how media construct the text frame and whether the reports can affect the Netizen's attitude.And four criterions——participants' number,review quantity,comment tendency and the number of supporting comments will be examined to explore the relations between Cheng Guan reporting style and Netizens' response as well as the spreading effect of Sina's Cheng Guan reports.In the aspect of text frame,this study has the following five findings: firstly,the number of Cheng Guan reports on Sina grew exponentially and became normalized in 2003;Secondly,although the Cheng Guan reports are mainly neutral,reports of negative and bitter Cheng Guan images increase year after year,while positive reports gradually reduce;thirdly,media mainly report Cheng Guan by the latest news;fourthly,different media use different reporting frameworks and different themes;fifthly,different reporting sources have different reporting tendencies.As for the framing effects,statistics shows that the tendency of Cheng Guan reports can influence the number of comments.In addition,the reporting style will influence the attitude of Sina netizens.