The Research On The Grassroots Officer's Media Image In People's Daily Since The 18th National Congress Of The CPC

This paper focuses on the media images of grassroots officials in the news reports of People's Daily.Based on content analysis and discourse analysis of relevant reports of People's Daily since the 18 th CPC's National Congress(2012-2017),this paper is an attempt to probe into the following issues: the type of grassroots officials' media images,and the underlying frame strategy of the news reports.This paper finds that,the positive reports of grassroots officials and the development topics have been given priority by People's Daily since the 18 th National Congress.And there are four types of grassroots officials' media images: the efficient executor,the active decision-maker,the close friend of the people and the black sheep of the organization.The news frame is the discourse specification for the construction of these four media image types.According to the frame theory,this paper deconstructs and summarizes the news texts of different frames at three levels: theme selection,event logic and language rhetoric.The analysis results show that there are three types of news frames about the grassroots officials in People's Daily: the development frame,the moral frame and the disciplinary frame.The media images of grassroots officials in different news frames have their own characteristics.And the formation of these news frames is the outcome of the role identification of official newspapers,the policy orientation since the 18 th National Congress and the reality of grassroots officials.At the end of this paper,with the summary of the experience of People's Daily in image construction,the author tries to put forward the reflection on the construction of grassroots officials' media images in People's Daily,and strives to provide reference in the practice of journalism for other mainstream medias and even all the domestic medias.