The Image Of The College Students’ Employment Presented Through The Medium

This research adopted the content-analysis method, by collecting "People’s Daily","China Youth Daily","Anhui Daily","XinAn Evening News", during the past8years (2004-2011), to summarize the present situation of the college students’employment in the reports,and explore what kind of image of college student the mass media had creatd. Furthermore, I also wanted to explore the underlying factors.The college students’ employment image in the media is not immutable. In the period of’government-planning assigment’,there were few reoprts about college students’employment, and most of them were positive.Those days the college students were specially privileged person. Then’the double-choose’system bring in the competition. Because there was more posts and less college students, additionly the government can partly solve the employment peoblem, So the college students can be still’calmly employed’. With the time pasted, on the wave of marketization, the college students gradually became’common laborers’, and the employment image showed multiple and complex characteristics.The study shows that, during the past8years,there were lots of reports on the topic of college students’ employment. The content of the reports was mainly about the employment policies and the discription of the situation, while the form of the reports was mainly about strighting news. The sources of the reports were mainly from the government and colleges, and the property of most reports in People’s Daily and Anhui Daily were positive, while others were neutral.Different media played different roles, such as political propaganda, problem’s thinker, and competitive participant. And their visages were clearly different, which led to the employment image more rich and complex.Then, all the different images appeared to the readers at the same time.The media image of college students’employment were subject to politics, economy, civilization. Political factors are the most important factors, while the influence of the economy is growing with the development of the marketization. The influence of civilization to the reports is through the influence of society. Besides, external influence come into play through the internal factors. Because journalists as the direct operator of news practice, can easily decide the content,style,angle of reports. So we can’t ignore the effect of the internal factors.