College Students' Employment Report Framework Analysis

Employment takes the basic role in people's life, which has become one of the hottest topics nowadays, especially during the years of financial crisis explosion. The employment of the university students, who were once taken as the future hope of the Chinese society, has been attached unprecedented attention by media, government and people from different walks of life.The new graduates'employment is quite important because it relates to the long-term influence of the stability of the nation, society, family and the person himself. Mess media takes a pretty important role in communicating the employment information as the tool of message spreading. Millions of information related will turn up after typing the key-words university students'employment on Internet. Such a large amount of publication forms the strong public opinions undoubtedly, which doesn't only affect the audience's cognition to the employment situation of the university students, but also influence the students'opinions on the employment. Therefore, the research on the report of the university students'employment helps both improve the audience's perception and the government makes policy. Meanwhile it is meaningful for the media to study this kind of report by providing information and experience.This research takes the samples from the "China Youth Daily" in 2010 with the relevant reports related to employment of university students (a total of 604, see Appendix) by the sampling method. Analyzing how China Youth Daily reports the report of the university students'employment from the angles of quantitative content analysis and qualitative framing analysis generalize the characteristics and frames. Then explore the attributions, disadvantages, and preventing methods behind the frames, trying to providing more reference to the future reports related.