Research On Media Image Construction Strategies Of Large State-owned Enterprises

State-owned enterprises are the main force in the development of the national economy,and their image is related to institutional confidence.From the perspective of content analysis,in the 757 sample news reports on Shanghai Greenland Group in Huike Database,over the past 30 years,the group has presented a media image of entrepreneurs grasping the opportunities of the times,pioneers of regional coordinated development,enterprising transformators,and and defenders in different historical periods;From the perspective of framework analysis,the group presents a media image of being the eldest son of the Republic,the innovator,and the striver to become stronger and larger at the three levels of the framework.Greenland Group has accumulated the following experience in building a positive media image: to be a good practitioner in government needs and establish a good impression;Advertise and actively shape a positive media image;Cooperate with the media to set the agenda and achieve a win-win situation for the government,media,and enterprises.The most important reasons for the negative media image of Greenland Group are: the impact of simulated environment and public opinion changes,the impact of social reality on media authenticity,and the enhancement of public discourse power.The large-scale state-owned media image is the result of multiple forces such as the government,enterprises,and the media,reflecting the correlation and mutual influence of the government,economy,society,and public opinion.As the media image of large state-owned enterprises cannot be separated from media promotion,and to some extent is related to their own operations and self shaping,the following strategies can be adopted to strengthen the image construction of large state-owned enterprise media: Collaborate with the media and proactively set the agenda;Promoting strengths and avoiding weaknesses,optimizing the simulated environment;Adapt to the needs of the audience and consumer groups,and be audience oriented;Pay attention to enterprise development and strengthen brand awareness.Innovation:There are currently few achievements in studying the media image of large state-owned enterprises from the perspective of journalism and communication.This article takes the evolution of the media image of Greenland Group over the past 30 years as an example to explore this,which has certain value in filling in the gaps.