Research On Media New Year Inscription Based On Frame Theory

Southern weekend,which runs the newspaper on the principle of "here,read China",has attracted wide attention for its coverage of fairness,justice and the disadvantaged.As the official newspaper of the CPC central committee,People's Daily reports represent the party and government's policy ideas and propaganda guidance,and convey the voice of the party central committee.The two newspapers have very high research value and important reference significance,especially the careful study of their New Year's message,can explore and find certain rules of the media's New Year's message.As the annual "thesis",the major media in the race against time,speed,quality,at the same time,based on different tendencies and positions will also produce different writing framework.The New Year's message of southern weekend and the New Year's day message of People's Daily,with their special writing perspective,unique language style and specific public opinion guidance,constantly present excellent annual works of high quality,which have become the heavy expectation of the audience at the end of the year and the beginning of the year.This paper chooses two newspapers,southern weekend and People's Daily,as the research object,to investigate the similarities and differences in the New Year's message expressions of the two newspapers under different tendencies and positions,to explore their implicit writing framework,and to try to put forward Suggestions for improvement.Supported by frame theory,with the aid of Taiwan scholars kuo-jen tsang proposed including three layers framework structure,the "southern weekend" and the People's Daily,the title of the nearly 20 years New Year inscription,topic,post number,setting the published time,content structure,layout,focus groups,discourse style,emotion,such as element analysis,the author believes that "southern weekend" inscription in the New Year is in "disclosure of reality,to face the contradiction,and grasped the nettle of framework.The framework is characterized by the emphasis on truth and objectivity rather than propaganda guidance,the emphasis on vulnerable groups rather than the upper class,the emphasis on humanistic care rather than the institutional appeal.In order to further play the important role of public opinion guidance and supervision of southern weekend,it is necessary to make appropriate adjustments to its framework.One is to further understand the national conditions and avoid the tendency of"populism";Second,further implement the people-oriented concept,to avoid the "topline" tendency;Third,we should further promote positive energy and avoid excessive negative tendency.People's Daily's New Year's day dedication is carried out under the framework of "retrospection-analysis-outlook".The framework has the characteristics of emphasizing public opinion guidance over humanistic care,emphasizing overall overview over individual prominence,emphasizing publicity effect over real disclosure.In the face of the new era and the new situation,the New Year's day tribute must be both political,news and humanities,both political propaganda function,also has the mass communication function and humanistic care function.