Research On Media Image Construction Of Takeaway Riders On People’s Daily Online (2012-2021)

With the rapid development of the Internet,the food delivery economy has entered the market and become the development engine of the new economy,and the occupation of food delivery riders has emerged as the times require.Driven by economic benefits,the industry has attracted a large number of young migrants who have migrated from rural areas to cities.According to Lingmou Insight data,as of June 2021,the total number of food delivery riders in China has reached 5.79 million,a year-on-year increase of 12.4%.Food delivery riders have become an indispensable part of urban life.From the perspective of journalism and communication,this thesis takes the content analysis method and discourse analysis method as the main research methods,and analyzes the quantitative and qualitative combination of the relevant reports of the people’s network(2012-2021)takeaway riders,and explores the structural characteristics of the people’s network’s reports on the takeaway riders from the five dimensions of the number,genre,position tendency,framework and topic of the report.In addition,this study also draws on Fairclough’s three-dimensional analysis model to interpret the connotation behind the report text,so as to explore the construction path of the image of the takeaway rider of the People’s Network…This paper analyzes the shaping and change of the image of takeaway riders based on the economic development of the takeaway industry,relevant policy changes and the transformation of the social role of takeaway riders.After research,it is found that the media image of takeaway riders in the People’s Network can be summarized into the following three types: practitioners of social policies,opportunities in the gig economy,and complex and multi-faceted workers.In addition,the media image of the people’s network takeaway riders is not static,but there is a time change: the industry norms in the early stage of the development of the takeaway industry are not perfect,the takeaway riders have more negative reports,and the image presented is mainly the deviant and the vulnerable groups who are sympathized;with the development of the takeaway market to the middle and late stages,the takeaway industry is maturing,coupled with the dedication and persistence of the takeaway riders during the epidemic,the media image has also turned into a positive and neutral image dominant,and has been constructed as a positive energy image and workers whose rights and interests have been concerned.The generation of the image is not only related to the image group itself and the main body of communication,but also inextricably linked to the social culture and policy factors behind it.As the official media,the People’s Network deeply practices the task of disseminating mainstream ideology and publicizing new policies and regulations,so the improvement of the takeaway industry policy is one of the reasons for the change in the tendency of the People’s Network to report on riders;with the rise of the platform economy,the takeaway market is maturing,the takeaway rider profession has become a "reservoir" for absorbing employment,and its labor and economic value have been seen by the society,which has made them receive more attention and affirmation;in addition,in the process of the development of the takeaway economy,the social role of the riders themselves has also changed,for example,during the new crown epidemic,they have played the role of "epidemic prevention knights" … Many factors affect the shaping of their media image.