A Study On The Image Of Principals In Newspaper Media

The headmaster,as the representative of high quality and high learning, not only is the soul of a school, but also acts as a symbolic role of education system and school spirit. But in recent years, the image of headmaster constantly impacted and challenged, The meaning of the word headmaster has also been changed and demeaning. As an important way for people to obtain information, the mass media constructs the media images of a group, which may directly affect the audience to know and understand this group. Based on the attention to this situation, and considering the originality and easy research of the paper media, This paper intends to study the headmaster’s report published in the "China Youth Daily" in recent ten years, to discuss how the media reports the headmaster’s news, and how to shape the image of the headmaster, to analysis its characteristics and problems and put forward some suggestions, hopingto contribute to shaping the media image of the headmaster.Under the guidance of frame theory, this paper uses literature review method and content analysis method, to study the relevant literature on the frame theory, the pseudo environment and stereotype theory, At the same time analyse the headmaster’s report published in "China Youth Daily" in recent ten years,which is from 2004 to 2013. According to the principle and types of the content analysis method to establish categories, seven aspects to the headmaster’s report in "China Youth Daily" have been quantitative analysed and statistical researched, which inclouds reporting type, layout, theme, sources, reporting tone, protagonist and the media image of headmaster.Through analyzing the content of the headmaster reports in the China youth daily, the basic characteristics of the headmaster reports has been summarized.The first is the advantages of headmaster image construction in the newspaper, the reports adhere to the objective reporting, and emphasize the manager image of headmaster in the image construction, at the same time, the newspaper pay more attention to public opinion and supervision. Then the paper analyse the problem existed in the headmaster’s media image construction, mainly includes the reports’theme is single,only have few in-depth reporting, reports’source is single, the report lead is out of balance, and headmaster has poor scholar image. Finally, this paper analyse the influence factors of the headmaster image construction, inclouding the subject of image, the news media and the audience, so building a good headmaster image need various efforts, the headmaster should improve their own quality, and pay attention to public image, the media should attach importance to supervision of public opinion, balance various media image,and the audience should also improve media literacy, so they can analyse headmaster calmly, to build good headmaster image through multilateral efforts.