Research On The Internet Media Image Of Delivery Operator From The Perspective Of Frame Theory

The development of the digital economy provides the basis for the emergence of new occupations,which are increasingly becoming an important force in absorbing and stabilizing the job market.In the first half of 2020,the number of riders on the Meituan platform reached2.952 million,up 16.4% year-on-year.As the professional group of delivery riders grows,media attention is gradually increasing,with related reports focusing on the daily life,work status and rights protection of delivery riders,giving them different labels through news reports and shaping the media image of this professional group.This study conducted statistics on the reports related to Chinese and foreign salesmen on Sina.com news channels from 2018 to 2020,and found that the number of news increased year by year and showed a seasonal change pattern,mainly using a combination of graphics and text to report,the genre was mostly news and newsletters,and the news topics were diversified but focused on negative topics.In terms of the characteristics of the target audience,they are mainly male and concentrated in the eastern economically developed regions.Sina News constructs five images of take-away workers as hard-working workers,loving helpers,perpetrators of crimes,high-risk occupations with frequent traffic accidents,and vulnerable groups whose rights cannot be effectively protected.This paper continues to explore and summarize the shortcomings of Sina News in constructing the media image of delivery workers,which include the tendency of stigmatization due to excessive negative reports,the focus on sad scenes that obscure the truth,the lack of in-depth news exploration,and the lack of voice of delivery workers,which leads to their being played a supporting role.The reasons for this phenomenon can be attributed to the composition and nature of the work of the takeaway workers,the marketization of the media and the bias of media coverage,and the lack of media literacy of the audience.Finally,this paper proposes strategies to improve the media image of takeaway workers from four levels: media responsibility,public media literacy,self-talk of takeaway workers,and institutional protection.