| In 1993, the government began to reform the education. Then the Quality-oriented Education has been the focus of the party, government and the people. The media has never ceased the reports and discussions of the Quality-oriented Education. After 15 years of reform practices and efforts, the Examination-oriented Education is still popular, and the Quality-oriented Education is facing an embarrass, which is an undisputed fact. It is the background of this study that the policy has been into plight. The study critically analyzed media's roles and functions about policy communication. Specifically, where is the media's focus about the Quality-oriented Education, and what kind of features and bias is news texts, and what is the functions of the features and bias? With these questions, this study selected 15 years of the Quality-oriented Education report on People's Daily as the study's object. The study analyzed the relationship about the communication functions, the text types and the report etiquettes. Has the typical and model text formed the dilemma, for the discourse is single and the feedback is silent? The study wishes such a critical perspective provided a new theoretical export of and practical reference for the media's policy communication.The final product of media is the text. First of all, this study had done a comprehensive and objective analysis of the 15 years news reports of People's Daily, using a statistical analysis software SPSS to analyze the number of categories (text types, issue contents keywords and sources of the news) and the correlation of the categories. Secondly, the study gave a specific qualitative research of the text types and summarized the bias of contents, the features of text and the characters of reported style. Through the above quantitative and qualitative analysis, the study summarized that the Quality-oriented Education reports texts had obvious trend, with the character of repetition, pattern and type. The trend is reflected in the selection and organization of the text, echoing to the working process and convention of the newsroom and reporters. On one hand, the duplicate and typical texts help to improve the efficiency of the reporter and ensure publication of manuscripts. On the one hand, Repeat and accumulation of typical texts impede the diverse discourse, ignore the social problems ,focus on the typical experience about the policy, stranded the feedback function of the policy information ,so the elite discourses control the policy communication. As the point of effective communication and persuasion, the selection and organization of the text type are the causes of dysfunction about the media's policy communication.In this study, using "type"the critical perspective classified the press text .The convention and regular production formed a fixed and stylized structure of the text, and the typical and stylized text was dysfunctions for policy communication. This study perfectly combined the type and the function, using functionalism theory to reflect the text, which constraints the policy communication. Conversely, this study used specific type to effectively avoid the subjective assumption of functionalism. So "type" and "function" are mutual dependent and supporting, providing a strong theoretical support for the study of media's policy communication, which is a theoretical significance in developing policy communication and functionalism. Secondly, combining the expectation of policy communication and persuasion to the media, the paper reflected on the actual role and function of the media in the policy communication. Finally ,it put forward the specific recommendations and strategies how to deal with "policy communication and persuasion" function, so as to achieve effective communication among policy-makers, implementers and recipient, which has a realistic significance for the effective implementation of policy relevance. |
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