The Construction Of Media Image Of Vulnerable Groups In Public Service Advertising

The recurrence here refers to the media's process of reappearing the event,that is,the cultural subject uses the media to generate new meaning.Media reproduction connects with the real world,and public service advertisements bear the social responsibility of making voices for vulnerable groups.Public service advertisements must achieve the purpose of making voices for vulnerable groups.Inevitably,they use the image of vulnerable groups.The media image of vulnerable groups directly relates to the public's perception of the image of vulnerable groups.This type of cognition and discrimination against disadvantaged groups are directly relationship.The first part is the introduction,which clarifies the origin of the research on the image of vulnerable groups.It also demonstrates the necessity and feasibility of research on the image of vulnerable groups in public service advertisements by sorting out related literature on public service advertising and the media image of vulnerable groups at home and abroad.The questions that need to be solved in this research are proposed.The first chapter,based on the definition of the three core concepts of “public service advertisement”,“disadvantaged group” and “media image”,clarifies the media image relationship between public service advertising and the disadvantaged groups in three aspects and makes it clear during the research process.The research methods and sample selections adopted,and data statistics.The second chapter mainly studies the media image of vulnerable groups in PSAs,and analyzes two kinds of vulnerable groups,namely,the physiological vulnerable groups and the social vulnerable groups,as well as several types of media images presented by the vulnerable groups.The third chapter analyzes the dual construction of the image of the disadvantagedgroups in public service advertising,which reflects the correspondence between the subject and the object.It sums up the characteristics of the disadvantaged groups in public service advertising,and points out the mimicry of the state of affairs and the reality.The fixed,patterned group image of the advertisement is presented,and the difference between the image and the actual image is reproduced.The fourth chapter explores the causes and countermeasures of the image of the disadvantaged groups.From two perspectives,due to the dominant position of traditional media in the dissemination of public service advertisements and the political and economic attributes of the media,it has caused the problem of modeling the image of disadvantaged groups;on the other hand,it is mainly due to the disadvantaged groups in social resources.The weakness of possession has led to the "weakening" of the status quo.At the end of the article,we give suggestions on how to construct the image of vulnerable groups in public service advertisements,and point out that the construction of media images of disadvantaged groups of public service ads should balance the choice of topics,increase positive emotional appeal methods,change the logic of storytelling and narrative,and construct more diverse and vulnerable groups.To avoid tendencies,in order to enrich the public's image of vulnerable groups,better play the role of PSAs in promoting people's attitudes and behavior changes,eliminate social discrimination against disadvantaged groups,and solve the problems of vulnerable groups.