The Media Image Of Yunnan Province In People's Daily And Its Changes (2000-2020)

Regional media image is an intangible asset,which has a great impact on regional economic development and talent attraction.Since the 21 st century,Yunnan,as the gateway to the southwest of the motherland,has a new historical coordinate and ushered in new development opportunities.Its provincial media image has also changed greatly.It is necessary to review and sort out the provincial media image of Yunnan.In addition,in 2019,The NDRC proposed to support Yunnan to speed up the construction of the radiation center for South Asia and Southeast Asia,and encourage Yunnan to play a leading role in the new ground in pursuing opening up on all fronts and the Belt and Road Initiative construction.At this critical point,China and even the world need to restore the media image of Yunnan Province and innovate the stereotype of Yunnan.Based on this,this paper uses the research methods of quantitative analysis and qualitative analysis to mainly discuss two problems of Yunnan related reports of People's Daily from the perspective of Journalism and communication: first,what kind of media image of Yunnan Province has been constructed by People's Daily in the past 21 years;The second is how the media image of Yunnan Province changed during the period.This study takes 530 Yunnan related reports of the People's Daily from 2000 to2020 sampled by the constructed week as the corpus,uses the content analysis method and text analysis method to sort out the media image and changes of Yunnan Province created by the People's Daily during this period,and expounds the role and function of the People's Daily in the image evolution of Yunnan Province.Finally,based on the research and analysis results,this paper attempts to give the communication strategy of constructing media image in People's daily in Yunnan Province.On the whole,the image of Yunnan Province created by People's Daily is rich and comprehensive.In terms of political image,Yunnan Province,which seizes development opportunities and catches up in the Western Development,influences in South Asia and Southeast Asia and being more open,are presented with ethnic unity and common prosperity.In terms of economic image,in addition to deepening the public's inherent impression of "tourism paradise",it also presents the tobacco and tea industry in Yunnan,shaping the Yunnan provincial government who has worked hard for the economic development of the province,as well as Yunnan,which is facing the dilemma of protection and development in the process of economic development.In terms of cultural image,it focuses on the culture of ethnic minorities in Yunnan Province.At the same time,frontier literature and cross-border ethnic research are also a major feature of the cultural image of Yunnan Province.In terms of social image,the gradual improvement of material conditions is the background of the social image of Yunnan Province.The frontier of drug-suppressing and the fight against illegal poaching are the unique image of Yunnan Province.Poverty alleviation is the spring breeze of the transformation of rural social style in Yunnan Province.The changes of media image in Yunnan Province can be summarized as follows:Yunnan follows the CPC to get rid of poverty;New Yunnan with ethnic unity and cohesion;Reposition the new Yunnan to the world.In the image change of Yunnan Province,People's Daily plays the role of agenda setter and law and discipline vigilant.At the same time,there are also serious problems of uneven distribution of reporting topics and "patterning" of colleagues' reporting forms.