| This study aims to explore the construct of master’s entrepreneurial stories framework through the analysis of the media in reporting presented at the master’s business news report. Research news frame, be helpful for people to understand and master the development of the spread of the phenomenon of entrepreneurship, the social reasons behind these phenomena and dissemination of intention. It would also be helpful for journalism to further enhance the level of master of business news reports, and to create a more harmonious public opinion environment for self-employment activities.Through the news frame analysis, the study found that in the news of People’s Daily online,2010-2014, the number of reported five years on the subject of master’s business has been the overall upward trend. News sources are widely distributed, but the original rate is low, less since taken from writing; Sources are a lot but not concentrated; More news genre are used, but many of them are news and newsletter; The length of reports are mainly short; The geographical distribution of report is consistent with the regional economic development in our country; News headlines have the characteristics of "number", and many numbers are related with the entrepreneurial income or achievements; And in all, the number of positive news is greater than the neutral and negative reports.In the frame of the theme, "business", "achievement performance", "innovation", "problems", "opportunity cost" are the themes which are emphasized, reflects the People’s Daily online have higher participation on these topics, and aims to lead the discussion. In subject classification framework analysis, the study found that People’s Daily online master’s coverage of entrepreneurship, entrepreneurial reason more respect from entrepreneurs and self-actualization needs; In business results, more emphasis on the performance; In terms of innovation, in addition to product innovation and technology innovation, business model innovation and brand innovation more reflects the group has a strong ability to innovate; Report, entrepreneurs to meet the difficult problem of in addition to inexperience and management problems, lack of objective conditions should get more attention; In terms of the debate "should master student do entrepreneurship or not", school, news media, family and society have opposite opinions; In addition, the choosing of entrepreneurial opportunity cost more entrepreneurs to give up other jobs, higher risk; Entrepreneurs to summarize the experience and lessons of relatively abundant, including business ethics, business law, practical experience and life philosophy; And through the analysis of the social support, the study found that support for the master’s business mainly from schools and government departments. But enterprises and other social groups should further strengthen their support.Overall, People’s Daily online has great sources, wide scope and strong guidance. The characteristics of it as one of China’s largest integrated network media, have strong ability of reports. If further improve reporting methods, People’s Daily online will undoubtedly play a bigger role in news report in the future. |
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