The Research Of Guizhou Daily's Report On Colorful Guizhou's Image

Due to factors such as natural conditions,geographical location,historical development,Guizhou has always been one of the underdeveloped provinces in China.For a long time in the past,Guizhou culture was rarely known by people and the image of Guizhou was absent to the world.The idioms,like “Yelang arrogance” and “The donkey in Guizhou has exposed all its skills”,have become a common impression of Guizhou.The information asymmetry in the external publicity fully illustrates that there are many deficiencies in the process of constructing and disseminating Guizhou image.To make people fully understand and accurately interpret the comprehensiveness and authenticity of Guizhou,it is not only to enhance the popularity of Guizhou but to focus on and strengthen the construction and dissemination of the overall image of Guizhou in terms of integrity,internality,forward-looking,sustainability,etc.As the only official newspaper of the CPC Guizhou Provincial Committee,Guizhou Daily is not only the “speaker” of the Guizhou province party committee in the external publicity but also represents the most authoritative and representative display platform for the provincial party committee and the provincial government to build and disseminate the image of colorful Guizhou.Therefore,it has practical significance to select Guizhou Daily as the research object in this paper.In this study,the author selects all news related to “Colorful Guizhou” in Guizhou Daily from January 1,2016,to January 1,2018,as research objects by using sampling survey strategy.Using the content analysis in quantitative analysis,we statistical analysis the encoded samples with SPSS.Then,combining the discourse analysis in the qualitative research,we can observe the characteristics of Guizhou Daily as the official speaker of Guizhou,and attempt to analyze the deficiency of the media in constructing the image of Guizhou.We look forward to providing a reference for Guizhou media about how to build a good image of Guizhou by using the media to produce content and discourse in the future.This paper consists of six parts:The first part is a summary of the research background,the relevant research results of the "Colorful Guizhou" image and the related research results of the "Colorful Guizhou" reported by Guizhou Daily,as well as the research methodologies,research significance,and innovations of this paper.The second part is the content analysis of “Colorful Guizhou” reports.The author mainly introduces the reasons for objects selection,sample selection,and category construction.Adopting the quantitative content analysis method,we analyze the report contents from the four dimensions of its theme,styles,length,and layout.We summarize the characteristics of the “Colorful Guizhou” reported by “Guizhou Daily”: diverse themes and prominent official perspective;short and detailed content with the communication reports;positive attitude and positive reports;the length is mainly between 800-2000 words;the reports mainly layout on the front page.The third part is the discourse analysis of the “Colorful Guizhou” image.With the help of the news discourse theory proposed by Van Dijk,we analyze the characteristics of the news discourse of the “Colorful Guizhou” reported by Guizhou Daily from three aspects: macro text structure,micro discourse structure,style and rhetorical techniques.We deconstruct the discourse construction process of the “Colorful Guizhou” image.The fourth part is a comprehensive evaluation of the image construction of the “Colorful Guizhou”.Through the observation of the reports of Guizhou Daily,we found four problems: first,the report subject of this newspaper is polarized;second,the monthly reports are very different;third,the “stereotyped” reports are serious;fourth,the interaction between the old and new media is insufficient and the information is unitary.The fifth part is the reflection and recommendations of the image construction of the “Colorful Guizhou” image.In the future reports,the media should clearly define the image orientation,balance the focus of the theme,strengthen the integration of traditional media and new media,reduce “stereotyped” reports,and add some critical reports.