Research On The Reports Of Rural Culture In Farmers’ Daily From The Perspective Of Frame Theory

General Secretary Xi Jinping pointed out in the report of the 19 th CPC National Congress that rural culture is an important part of the rural revitalisation strategy.The rural culture which has been nourishing the Chinese rural areas and farmers for a long time.It is capable of gathering the folk mind and casting the soul of people in the rural revitalization of China.However,rural culture has been gradually marginalised in the face of conflicts with urban and foreign cultures.With the decline of rural culture,it is urgent to inherit and develop rural culture.As a major central-level newspaper,Farmer’s Daily has always been responsible for serving the people and passing on good culture,propagating and reporting on rural culture to show its rich and unique connotations,while the audience also understands and accepts the content of rural culture and related cultural policies based on the media reports.This study takes the rural culture reports of the Farmers’ Daily from January 1,2018 to December 31,2021 as a research sample,and uses Taiwanese scholar Zang Guoren’s three-level framework theory of high school and low school as a theoretical basis to analyse the rural culture reports of the Farmers’ Daily during this period with the help of content analysis and discourse analysis.On this basis,the study explores the factors affecting the coverage frame of rural culture in the Farmers’ Daily,and then draws out the shortcomings of the coverage of rural culture in the Farmers’ Daily and puts forward suggestions for optimisation.The study found that,at a high level,the news frames of the rural culture reports in Farmers’ Daily show the characteristics of highlighting the main theme around the topic,which can be divided into five types of frames: political frame,typical propaganda frame,effectiveness comparison frame,economic impact frame,and human feelings frame.In the middle-level structure,the news structure frame of rural culture report of Farmers’ Daily is mainly presented as the fact frame emphasizing the main events,the plot frame comprehensively analyzing the events and the evaluation frame emphasizing the expression of views and attitudes.In the low-level structure,the rhetoric of the rural culture report in Farmers’ Daily is mainly digital rhetoric,supplemented by detailed rhetoric and emotional rhetoric,and the implicit meaning of the news discourse is reflected in the shaping of the rural collective consciousness and the call for agitation through the analysis of high-frequency words.The construction of the framework of the rural culture report in Farmers’ Daily is influenced by political factors,audience factors and media factors.Based on the results of the study of the news frame of the rural culture report in the Farmers’ Daily,it is found that the rural culture report in the Farmers’ Daily has deficiencies in terms of serious bias in coverage topics,reliance on official government sources,and imbalance in the framework of the main theme of the coverage.