Research On The Double-Line Construction Pattern Of The Media Image Of Social Platform Of Mainstream Media Journalists Form The Perspective Of Framework Theory

The rapid development of science and technology has profoundly changed the way people receive information,and also completely changed the previous communication pattern.In the social media era where everyone holds a microphone,the influence of traditional mainstream media has suffered a certain impact,and the absolute advantage of the platfom has been lost.In order to obtain better communication effect,media organizations have explored the road of transformation,integration,innovation and development.Wang Bingbing,a CCTV reporter,unexpectedly became popular on Bilibili platform,which opened up a new path for the younger transformation of the main streaming media,and also provided new solutions for the main streaming media to complete the communication mission in the new era.The purpose of this study is to explore the new mode of media image construction by mainstream media reporters on social media platforms,and to explore and summarize innovative image construction methods,so as to help mainstream media gain the favor of young audiences and better spread mainstream voices in the Internet age.In this study,Wang Bingbing-related videos published by CCTV News,Central Video and Miao Sauce Eating Pepper in Bilibili video website,a social media platform,are taken as research samples,and content analysis and case analysis are used to creatively combine Zang Guoren’s three-level framework with Rodriguez’s visual framework,and analyze them from three aspects:theme,style and connotation.At the same time,it also innovatively studies Wang Bingbing’s media image construction from two dimensions:official construction and personal construction,in order to explore the regularity behind such a phenomenal event as "Wang Bingbing became popular" and obtain new research findings.Firstly,this paper makes a basic interpretation of the connotation and characteristics of the double-line construction mode,analyzes the motivation of image construction,and digs into the deep reasons behind the double-line construction mode.Secondly,according to the three-level visual framework,that is,the theme framework,the style framework and the connotation framework,this paper analyzes the double-line construction mode of "other construction" of the official channel and"self-construction" of the individual stage,studies the media image presentation results of Wang Bingbing,a CCTV reporter on Bilibili platform,and concludes that Wang Bingbing has changed from the initial single professional image "Wang Bingbing,a general station reporter" to "Wang Bingbing" which is initially personalized and more humane,and finally to a unique and interesting".At the same time,it has also created the IP image of "Wang Bingbing,the reporter of the General Television Station" with political significance but entertaining spirit,the image of"Meow Sauce Wang Bingbing" who actively presents himself in the consumer society,and the media image of "ordinary people Wang Bingbing" who always keeps cognitive rationality.In addition,the "double-line" operation relationship of the double-line construction mode is refined,that is,the parallel symbiotic relationship and the interactive shaping relationship that breaks the boundary.The two relationships develop in an orderly way to jointly create a more three-dimensional media image of Wang Bingbing.Finally,this study also discusses the significance of constructing Wang Bingbing’s media image.Successfully shaping Wang Bingbing’s media image is not only conducive to cultivating mainstream online celebrity,stimulating the endogenous motivation of media organizations,but also conducive to gathering young audiences,expanding mainstream voices and enhancing the effectiveness and influence of mainstream media.At the same time,however,it should be noted that even though the successful shaping of Wang Bingbing’s media image provides a reference for innovative talents training strategies,and it is reproducible to some extent,we should also recognize the limitation of reproduction,and beware of rigid mode application,which will harm the sound development of journalists.In addition,journalists must keep their professional bottom line,stick to their professional identity as journalists,and prevent them from falling into the rice circle trap under the spotlight.