The Construction Of College Professors' Images From The Preferred Reading Perspective

Recently, negative reports on college professors are continuously emerging in media especially network media, resulting in a sustained decrease of social reputation of college professors. This paper will unscramble and analyze the domestic reports on college professors from the internet. Also try to explore how the news texts of college professors are preferred read by media, and how the images of college professors are framed.This paper analyzes the statistical data and interprets the text of all the samples using semiotic and content analysis methods. The preferred-reading reports of college professors by internet-media demonstrate the frame theory and construct a prior image of college professors, which underpins and conducts the cognitive frame of the audience. And in the course of construction internet-media reinterprets college professors as an over-exposed and unilaterally distorted symbol through news resources, agenda setting and the power of discourse. The ideology and discourse hegemony of main strata are infiltrated into the priority construction, which in some extent affect the general judgment and cognition of society. Finally we propose some reasonable suggestions and prescription on the notable issues of media reports.