| Under the demands of China's rising economic strength and political influence,the construction of national image needs to be promoted urgently.Corporate public diplomacy under the leadership of entrepreneurs has obvious folk characteristics,which is also a common appeal for shaping corporate image and national image.Entrepreneurs themselves are also very important carriers of international communication.As a leader in Chinese mobile phone manufacturers and an independent research and development technology company,Huawei became a typical representative of China's independent innovation enterprises after more than 30 years of exploration.In this process,the Huawei entrepreneur Ren Zhengfei has gradually attracted the attention of both domestic and foreign media.Some studies have focused on the image construction of Huawei and the entrepreneur Ren Zhengfei in Western media from the perspective of "others-shaping".However,from the perspective of "self-shaping",attention to the image construction of entrepreneur Ren Zhengfei by Chinese mainstream media need to be strengthened.China's mainstream media have to select appropriate reporting targets for international communication around the theme of "telling Chinese stories well and delivering Chinese voices".The story of Ren Zhengfei is representative of the story of Chinese entrepreneurs,and it is also an important part of the Chinese story.Ren Zhengfei's words in the report are also an important part of China's voice.If the mainstream media tells the story of Ren Zhengfei well,it means that the story of Chinese entrepreneurs and the story of China are well told.In the context of the global economic fluctuations caused by the COVID-19 pandemic and the current new round of Ukraine-Russia crisis,it is very important to study the image construction of Chinese entrepreneurs represented by Huawei entrepreneur Ren Zhengfei.This can not only reflect the overall development of Chinese enterprises and the changes in the global political and economic pattern from the image of entrepreneurs,but also reflect the basic situation of China's public diplomacy and international communication capacity building.Then,what is the image of the entrepreneur Ren Zhengfei in China's international mainstream media from the perspective of"self-shaping"?This thesis aims to explore the image construction of Huawei entrepreneur Ren Zhengfei in China's international mainstream media.Based on Framing Theory,this paper selects the representative mainstream media mainly targeting foreign audiences-China Daily and China News Service as the research object,and takes the reports of the two media on Huawei entrepreneur Ren Zhengfei from 2012 to 2021(10 years)for research.The researcher selected 170 and 161 valid research samples respectively.On this basis,researcher tried to analyze what frame is used in mainstream media's reports on entrepreneur Ren Zhengfei,what image of Ren Zhengfei is presented,and what the deficiencies and inspirations are.This study chose the time when Huawei was included in the U.S.Entity List on May 16th,2019 as an important node,and uses the quantitative research method of content analysis,supplemented by qualitative research method of discourse analysis,so as to compare the similarity and differences of the reporting frames about Huawei entrepreneur Ren Zhengfei before and after this time.The researcher also analyzed the differences in the construction of Huawei's entrepreneurial image before and after huawei incident,and then discussed the achievements and shortcomings of China's mainstream media represented by China Daily and China News Service in the construction of entrepreneurial media image.The study found that the company' s international operations and the international environment it faces are the main factors that cause changes in the number of mainstream media reports and present different images of Huawei entrepreneurs in different time periods.Viewing from the overall reporting frames,the reporting frame of China Daily and China News Service before and after Huawei incident have remained the same.Both of them mainly use factual frame.However,Huawei incident has diversified the reporting frames of mainstream media.Before Huawei incident,the use of Economic Results Frame rank second both in China Daily and China News Service,and the use of Cooperation Frame occupies a certain proportion.After Huawei incident,the use of Conflict Frame increased significantly,ranking second.There was a small increase in the use of Cooperation Frame,while the use of the Economic Results Frame has dropped significantly.Before Huawei incident,the two media mainly constructed "the image of forward-looking and innovative entrepreneur in global cooperation" and "the image of entrepreneur associated with the government and the military".After this crisis,they mainly constructed "the image of suffering entrepreneur in the game of great powers" and"image of entrepreneur moving forward in crisis",but the choice of topics and reporting topics was relatively passive.Besides,China Daily and China News Service have certain reference significance in the media image construction of Huawei entrepreneur Ren Zhengfei.They chose sources from Western media,Western governments,and Western companies,which can increase the acceptance of target audience.At the same time,they reduced sources from Chinese government and Chinese media,which can decrease the conjecture of Huawei's relevance to Chinese government and the military.Among the appellations in these reports,the appellations of Huawei entrepreneur Ren Zhengfei gradually focuses on the Huawei leader from diversified appellations,reducing the use of appellations about the mysteriousness of Ren Zhengfei and Ren Zhengfei's association with the military.In this way,the stereotypes in the character image creation can be changed from the discourse aspect,and the audience's cognition of Ren Zhengfei's identity as a private entrepreneur can be subtly deepened.In addition,when the two media reported on Ren Zhengfei,their report modeling is also different from the mainstream media's internal reporting model.Instead of blindly establishing entrepreneurs as idols such as elites or economic giants,they focus on shaping their identities in the international community.However,the mainstream media represented by China Daily and China News Service still have shortcomings in the process of shaping the image of Huawei entrepreneur Ren Zhengfei.On the one hand,entrepreneur Ren Zhengfei is both a leader of Huawei and an independent individual.The image building in the report is relatively simple,and the individual image,social image,and international participation image of entrepreneur Ren Zhengfei are not full enough.On the other hand,although China Daily and China News Service tried to shape the image of independent and innovative entrepreneur in the early days,they failed to actively set a new theme for reporting on the image of entrepreneur Ren Zhengfei after Huawei incident..Instead,they mainly constructed the image of Huawei entrepreneur in the crisis by passively responding to the West,and their ability to set agenda needs to be further enhanced.Public diplomacy and international communication are more than individual-led activities.In this process,it is necessary to carry out macro-control by the government,active provision of effective information by enterprises,and reasonable information screening and reporting by the media.China's mainstream media,represented by China Daily and China News Service,urgently need cooperation among enterprises,media and government in international communication.It is necessary for them to grasp the initiative in agenda setting,select appropriate sources and appellations,and shape a full-fledged entrepreneur image from multiple perspectives such as the perspective of individuals,society,and international participation,thus promoting the multi-dimensional shaping of the country's image. |
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