Research On The Report Of Intangible Cultural Heritage Of People's Daily (Overseas Edition) (2012-2018)

The information dissemination of People's Daily(overseas version)has affected overseas readers' cognition of China's "intangible cultural heritage",and related to how China's intangible cultural heritage is to talk about the "Chinese story" in the field of foreign cultural communication.This paper uses framework theory,and takes the "People's Daily"(overseas version)"intangible cultural heritage" report as the research object,and analyzes what kind of framework the mainstream external propaganda media uses to construct the "intangible cultural heritage" issue,and analyze the characteristics of its framework.The research results show that the framework of the "People's Daily"(overseas version)"intangible cultural heritage" issue consists of surface framework and deep framework.The surface framework contains two levels of form and content.The formal level framework shows that the number of “intangible cultural heritage” reports is affected by traditional festivals.The coverage of the report is mainly in short and medium stories,the style of the report is prominent,and the news genre is mainly based on news and communication.The content-level framework presents the characteristics of “intangible cultural heritage” reporting subjects with large differences in regional,ethnic,and category distributions,insufficient depth of reporting,and a small proportion of self-collected news report.The deep framework consists of three parts: the theme framework,the structural framework and the narrative framework.In terms of thematic framework,the governance framework is prominent,emphasizing the confidence and achievements of the party and the government in the work of intangible cultural heritage;in terms of structural framework,the news icon is relatively fixed,highlighting the “main events” and “oral reactions”;The attitude framework has shaped a positive and positive reporting tendency,the visual framework has revealed a new look,and the quotation framework emphasizes the discourse status of the party and government organs.The study found that the "People's Daily"(overseas version)"intangible cultural heritage" report is a propaganda-led news framework,with a strong propaganda color and ideology,and strengthens the positive description of the attitudes and behaviors of party and government organizations in intangible cultural heritage work.It has shaped the positive image of China's non-genetic inheritance and development.The construction of its “intangible cultural heritage” issues is influenced by five factors: politics,market economy,media attributes,international environment and overseas audiences.However,the newspaper's “intangible cultural heritage” reports lacked the pattern of reporting,uneven distribution of discourse power,lack of Supervision report and humanistic care.Faced with the increasing frequency of international cultural exchanges,the People's Daily(overseas version)“intangible cultural heritage” news reports should change the concept of communication,enhance the depth and coverage of the report,and pay attention to the balance of the source of the quotes and the tendency of the report.In the “simulation” and the "hybridization",we will build a discourse system of China's "intangible cultural heritage" culture and establish a global cultural identity in order to tell the Chinese story and spread the Chinese voice well.