| Public service advertising holds immense importance in promoting and establishing mainstream cultural values.The public service advertisements on Weibo showcase an exceptional artistic appeal,wide reach and substantial impact,thus yielding positive outcomes.Numerous scholars have exhibited a keen interest in the significant potential of microblog’s public service advertising,and have high expectations for its future developmental prospects.The objective of this study is to examine the variations in the reporting framework of public service advertisements across different social contexts,and to propose innovative strategies for communicating public service ads in a risk society.The research focuses on the keyword "public service ads" and covers the period from January 1,2017 to December 7,2022,in which a total of 138,568 public service ads on Weibo were collected and screened.Of the eligible sample of 27,650,a unified frame theory was employed to analyse the high,middle,and low hierarchical structures.With the aid of statistical and econometric analyses,this paper investigates the variations in the framing of public service advertisement reports between normal society and crisis situations.The research project aimed to explore the framework and communication strategies of public service ads in different social contexts.The findings revealed that in normal societal structures,the selection of topics tended to be moral,while in crisis situations,they tended to be environmental.Human interest frameworks were commonly used in normal societal structures while fact frames were employed in crisis situations.Additionally,crisis situations had a higher degree of spoken language and a lower degree of written language compared to normal societies.It was observed that a process of discourse and meaning construction occurred under crisis situations,which reconstructed the public’s national identity while reflecting the close relationship between national political identity and public service advertising on Weibo. |
