Research On The Construction Of National Image In China Daily Based On The Framework Theory

In 2021,a group of Yunnan wild elephants known as the "the Short Nose Family" went all the way north,igniting public opinion at home and abroad and tugging on the soft heartstrings of hundreds of millions of netizens around the world.Wild elephant reports focused on various topics such as the local government’s efforts to protect the safety of people and elephants,the routes of elephant herds and the reasons for their migration,which attracted continuous public discussion and attention.During this journey,netizens saw a true,multi-dimensional and panoramic view of China through 15 cute elephants.Additionally,the wild elephant tour group successfully "garner fans",imperceptibly introduces China’s ecological civilization concept and its vivid practice in Yunnan to all countries in the world,which is a typical example of presenting China’s national image in the new era in all respects.Based on Framework Theory and American sociologist Gamson’s "Interpretive Package" Theory as a specific analysis path,this paper explores how a series of reports by China Daily on this case present China’s national image and tell the story between human and elephants with Chinese characteristics.After analysis,it is found that China Daily’s reports on the event have three discourse packages.Additionally,this paper sorts out the framing device and the reasoning device,and draws several communication strategies to optimize the construction of China’s national image and to provide some thoughts for recounting Chinese stories better.The first part focuses on domestic and international reports on the wild elephants’ northern journey in Yunnan.The second part centers around the analysis of high-frequency words in the China Daily reports by which three discourse packages are extracted: "actors striving to protect the safety of people and elephants","builders who promote biodiversity conservation" and "advocates of building a shared future for all life on earth".The third part is the core content for it involves a range of textual analysis,using the discourse analysis method of Gamson’s "Interpretive Package" Theory to construct the image of China from various respects through the combination of framing and reasoning device.The last part puts forward some deficiencies and enlightenment to provide new thinking for China’s national image construction and international communication undertakings in the new era.