The Exploration Of The Main Media Frame Effect In The New Media Field

In this dissertation,taking Huang Haibo event as a typical case,the researcher uses comparative analysis,content analysis and interpretative text analysis to analyze mainstream media frame effect,and the relationship between the audience frame and mainstream media frame.According to the random sampling method,select 325 articles,as media frame samples;according to the systematic sampling method,select 500 samples from Sina,Tencent,Sohu,NetEase,NYSE,as audience frame sample.In new media environment,audience,celebrities,media,police and experts competed to to express their views in their respective positions.Except for illegal meaning,immoral meaning and irresponsibility meaning,demoralizing and inappropriate behavior meaning were also presented,appeared in the public space.Central media and party media pay less attention to the network public opinion than commercial media and local media and they did not really guide the public opinion.Misconduct frame is more significant in local media and commercial media.Non-mainstream views are not weak in public opinion.Local media and commercial media are more likely to choose netizens and stars as frame sponsors.Governments and experts lose their provireties as important source and frame sponsors.The difference between media frame and audience frame is obvious.Media meanings are illegal,immoral and irresponsible.Audience meanings are low-level-evil and normal.Audience frame has changed because of the open new media environment,audience interaction,social psychology and changing values.The research also found that,in the new media environment,the audience have more rights so that they reduce media frame guiding force.Audiences don't blindly accept the authority of the mainstream media.Besides audience don't trust the media itself and the proposed frame.Part of the audience show clear opposition and resentment to mainstream media.Mainstream media's credibility is questioned,and this led to mainstream media frame ineffective.Frame of the mainstream media should be based on the audience's preference and audience recognition frame mechanism.Mainstream media should continually adjust their media guidance policy,correctly grasp the trend of public opinion,and accurately estimate the cognitive psychology of the audience.