Study On The Construction Mechanism Of Audience Frame In New Media Environment

We selected "Yu Huan Case" as a typical case by using a qualitative and quantitative methods to study the formation mechanism of the audience frame in the new media environment.In this study,321 news reports of the media were carefully selected to analyze the impact of media news text frames on audience cognition by analyzing the frame competition process of multiple activists before and after the second trial of "Yu Huan Case".According to the equidistant sampling method,Xinjingbao and People's Daily as two main media were selected,each of them status 350 micro-blog threads to compare and analyze the differences between the audience frame and the microblog text actors frame.Finally,we analyze the initiative of the audience construction frame before and after the second instance sentencing.First of all,by using different reporting genres,the media guide the public opinion in multidimension ways,such as news,communication.There is a frame of competition on "Yu Huan Case" in the changing of public opinions.The media news text emphasizes the behavioral frame of both sides of debt collection and debtor,and dilutes the behavioral frame of the police involved in the matter.The mainstream media also believes that the act of entertaining belongs to "illegal frame" and "frame of nursing mothers".And they also status the debtor behavior belongs to the "indecent and insulting frame" "Loan Fraudulent Frame" and "Violent Crime Frame."Secondly,on the threads of netizens of the mainstream media microblogging,the frame of audience construction show some differences with the frame constructed by the actors in the media news text.The former highlights the initiative of the audience selfconstruction frame.The comparative analysis of the audiences before and after the second instance trial shows that the audiences think the Yu Huan‘s behavior belongs to the "frame of caregivers".The reaction of audiences highlight the importance of this frame.A large number of articles status "shame their mother" propositions lead to the most audience think that debtor behavior is "indecent assault frame" and "violent crime frame".Considering the behavior of the police involved in the "Yu Huan Case",the majority of audience recognized it as "suspected dereliction of duty frame." This study further analyzes that the audience show bias towards the construction of the subject of the act of interference,including the audience's emphasis on constructing the incident's meaning from the perspective of morality,and over-politicized mentality caused by the discontent and the position bias of strengthening microblogging and governing the country.Finally,this study discusses the formation mechanism of the audience frame theoretically,believing that the audience active or passive activation of cognitive "schema" for analysis and reasoning,frame selection to form their own cognitive frame.Audiences may be influenced by the news media,interaction with the media and audiences,and the frame of actors such as government,legal experts and parties interested in combining the selfdaily experience,social knowledge andcultural common sense initiative frame.Influence will further affect the audience's thinking and ideas,as the next audience to understand the basis of the reality of society.