The Research On Public Welfare Reports From The Perspective Of Frame On People's Daily Online

After nearly two decades of development,China's public welfare charity has entered a new era of rapid development.It plays an increasingly important role in promoting social transformation and reform and building a harmonious society.Generally speaking,with the development of Internet public welfare,China's public welfare philanthropy awareness has risen relatively but the penetration rate is still low,and the public's social welfare values and participation awareness also need to be improved.As a long-term relatively special report field,China's public welfare report has always been at a relatively marginal position and is not valued.The content of the report is limited and its social function has not been fully utilized.This study takes the public welfare report of People's Daily from 2015 to 2018 as the research object,and takes 276 People's Daily Public Welfare News extracted by the Synthetic Week sampling method as the research sample,combined with the frame theory of Zang Guoren from the macroscopic theme and the meso structure.The level of micro-textual analysis of the characteristics of the public service news framework.The study found that the high-level framework of the main theme is more diverse,with the moral framework that praises the quality of the beneficiaries,the achievement framework that highlights the contributions of the public benefit donors,and the management framework that constructs rational thinking on public welfare issues.A concern framework that highlights the help of vulnerable groups and a participation framework that guides public participation in public welfare;the middle-level schema framework is mainly represented by reports of public welfare activities constructed with factual frameworks,typical stories of people constructed with plot frameworks,and Interpretative reports constructed with evaluation frameworks;low-level text narrative framework analysis finds that keywords and high-frequency words play a role in emphasizing the theme framework in repetition,and data rhetoric and visual symbols play a role in supporting and deepening the theme framework.The framework is the most important narrative tone for public interest reporting.From the multi-level analysis of the public welfare reporting framework,we find that there are framework biases and themes of the People's Daily's public welfare reports,which are manifested in: biased influential sources of publicwelfare beneficiaries;deliberately raising the morality of public welfare beneficiaries The recipient's discourse status is low,and the image of the vulnerable group is thin and dull;the event report piece of the public welfare activity presents public interest and simplifies the public interest;the plot framework is too lyrical,and tends to explain all public welfare with love.Analyze the framework of public interest reporting and the reasons for the formation of frame bias from the perspectives of media,cultural ethics and social environment.According to the problems and causes of the People's Daily's public welfare reporting framework,propose innovative strategies and ideas for revising the news framework: to absorb sources from all sources;to construct a thematic framework to reverse stereotypes;to be close to the audience,to promote the integration of media frameworks and audience frameworks;Propaganda concept,dissemination and guiding charity concept,in order to reduce the negative impact of news framework bias on the construction of public welfare reports,and promote public welfare reports to play a better role in propaganda guidance,public opinion supervision,cultural heritage.