Analysis On The Construction Of Media Image Of Tour Guide From The Perspective Of Frame Theory

With the continuous improvement of the national economic level,tourism activities have become an important part of people's daily life.In the process of rapid development of tourism,tour guide as a direct provider of tourism services in the media reports,usually goes with "black heart","violence" image.If the appearance of this image and the tour guide group itself is consistent,which has become the starting point of this study.The author takes the medias' construction of tour guide group as the research content,takes Zang Guoren's Frame Theory system as the guidance,uses the Content Analysis and some other research methods to carry on the case analysis to the reports about the tour guides' news reports on Sina News,from the High Level,the Middle Level and the Low Level these three levels,reveals the construction process of the tour guide media image.The author found that at the High Level,the number of Sina news reports on tour guides is basically flat and less volatile.Although the topic of tour guides is more widely distributed,but the content of the uncivilized behavior of tour guides has been the focus of media coverage,and the negative publicity is the mainstream in the relevant reports.At the Middle Level,the media mainly narrates the news events by presenting the "main events",but in selecting the source,the overall preference is on the tourist side,and the voice of the tour guide group is much weaker.At the Low Level,the media uses derogatory terms too much when choosing news headline keywords.Especially in the report that are involving the negative behavior of the tour guide,the media is more inclined to use the news pictures with strong visual impact to strengthen the audience's understanding of the tour guide media image.Generally speaking,in the construction of tour guide media image,most of the medias in Sina network are in the process of negativity,stigmatization,modeling and other issues.Through the content analysis of the news report about the tour guide from High,Middle and Low Levels,the author summarizes the reasons for the problems that are existing in the process of constructing the media image of the tour guide.It is found that the reason why the media image of the tour guide is constructed in that way,which is not only related to the uncoordinated status quo of the tourism industry or the quality of some tour guides,but also to the incomplete presentation of the information of the tour guide group by the media.Finally,on the basis of the qualitative and quantitative research that has been made,the author puts forward some suggestions on the construction of the media image of the tour guide in a targeted manner.That is,the media should present the tour guide group from many aspects,get rid of the stylized thinking,choose the diversified sources to carry on the comprehensive report to the tour guide group;At the same time,the tourism supervision department should further standardize the tourism industry chaos;As a tour guide itself,it should take the initiative to master the voice.