| China has been a large agricultural country since ancient times,and the implementation of the rural revitalization strategy is an important foundation for building a modernized economic system and an inevitable choice to achieve common prosperity for all people.Since the rural revitalization strategy was proposed,media at all levels have actively played social functions to jointly promote and popularize the content of rural revitalization strategy and help rural development.However,at the same time,there are some problems and shortcomings in some media reports related to rural revitalization.In order to promote media at all levels to form a reasonable news reporting framework and lead a correct public opinion orientation,it is necessary to conduct an in-depth study on rural revitalization-related reports from the theoretical level.This study takes People’s Daily as the target media,selects the rural revitalization reports made by the newspaper as the research object,and adopts the content analysis method to quantitatively analyze the extracted samples in five dimensions: report information,high level frame,middle level frame,low level frame,and media frame type.The study finds that People’s Daily has a very good understanding of rural revitalization.The study found that the number of reports on rural revitalization in People’s Daily has been increasing year by year,and the proportion of reports in the news section is high,while the proportion in the news and communications section is relatively balanced.Under the high-level theme framework,People’s Daily focuses on the revitalization of rural industries,but the proportion of reports on the revitalization of rural culture and rural talents is low.In the medium-level framework,in terms of coverage of people,People’s Daily covers a wide range of people,with the highest proportion of coverage of farmers;in terms of coverage of regions,People’s Daily focuses on East China,while coverage of Northeast China and South China is weak;in terms of coverage of events,People’s Daily covers a wide range of events,with prominent coverage of poverty eradication.In terms of content performance,most of the reports use the technique of suppressing before promoting,i.e.,negative previous events and history come first,while positive results and impacts come second;in terms of assessment framework,the reports mostly adopt a positive tone.In the low-level framework,the People’s Daily reports mostly focus on agriculture,rural areas,and farmers,with a focus on the "three rural issues";and in terms of pictures,the People’s Daily has mostly close-ups of people and pictures of beautiful countryside.In terms of news narrative,the narrator of the newspaper is the official narrator;the omniscient narrative perspective and the monolithic narrative perspective predominate;in terms of narrative structure,the majority of the newspaper’s reports adopt inverted pyramidal and focal point narrative perspectives;in terms of narrative strategies,the newspaper employs more narrative strategies and the proportion is relatively balanced.On the whole,People’s Daily has the largest number of stories with political frames,followed by stories with economic frames,fewer stories with human interest frames and issue frames,and a more balanced number of stories with effectiveness comparison frames,people’s livelihood frames,typical leading frames,and help frames.The study shows that People’s Daily positively publicizes rural revitalization around several aspects,such as positive frames,positive events and typical figures.In its propaganda reports,People’s Daily adheres to the party principle as its main focus and actively plays the role of mainstream media policy propaganda.In addition,People’s Daily also pays much attention to the interestingness of writing and the prominence of events.However,from the research data,there are some shortcomings in the coverage of rural revitalization in People’s Daily: firstly,the proportion of reports on the revitalization of rural talents and rural culture is low;secondly,the number of reports using the issue framework and humanistic framework is low.In view of the above shortcomings,the researcher tries to put forward the following suggestions for optimization: firstly,increase the coverage of rural talent revitalization and cultural revitalization;secondly,appropriately increase the number of issue-framed and humane framed reports.Third,continue to improve the quality of content and strengthen the innovation of forms.This paper enriches the study of rural revitalization strategy coverage,which is beneficial to People’s Daily to improve its own coverage framework and provides reference for other media at all levels to carry out rural revitalization coverage.In addition,the coding table developed in this study can also provide reference for future research on related selected topics. |
