An Analysis On The Media Image Of Entrepreneur Shi Yuzhu

The wealth-creating and society-serving activities of the new generation entrepreneurs bred by the new China's reform and open policy 30 years ago in the tide of commercial economy has drawn the attention of different social classes, also become the headlines of economics newspapers, magazines and other media economics reports. In the media spotlight, the entrepreneurs have shown their complex images, and the social evaluations about them are differert too. The thesis takes Shi Yuzhu as a typical case for research. Through the analysis of different images in two stages represented in media, the thesis will expose the media construction mode and frame of image of Shi Yuzhu, the ideology and the factors of power and culture behind. The research has found that the media have conducted many ways to demonize Shi Yuzhu while representing the earlier stage image of Shi Yuzhu under the typical hero-narrative frame. Meanwhile, the media has completed the description of Shi Yuzhu's commercial activities under the binary oppsitions narrative frame of interest and morals. The media image of Shi Yuzhu has shown its dynamic transition process fitting in well with macroscopic surroundings. During the process of the dynamic image representation, many media have shown the craze of violating occupational virtues and the ideological intention, turned to differentiation and ration. The media can't exactly represent the real image of Shi Yuzhu due to the influence of ideology, power, social culture and narrative frame. Therefore, the persistence of news professionism, the bring-back of the horizontal perspective and the dimensional observation and presentation are especially important in representing the image of the entrepreneurs.