Image Of Chinese Dairy Enterprise Network Media Perspective

With development of internet, the new media represented by blog Weibo and BBS havealready greatly influenced people`s lives, changing both the content and the form of informationcirculation. Compared with the traditional media, the new media are marked with the feature of“grass-roots” and “anonymity”, which indeed give audience a microphone to send their own voice.That means they are really “citizen reporters”. What`s more, in the circumstance of internet,people have been changing the way the receive information from the negative receiving to thepositive acceptance. However, it`s a pity that the citizen reporters don`t have ability to re-decodeand produce information. Therefore, behind the influence of virtual ID, information sent by themis full of subjectivity and emotion, which make the internet public opinion really different fromthe reality and this situation is especially obvious in China dairy industry.The dairy safety problem is significant in people`s lives, directly affecting their healthy andlives. Since the incident of Sanlu milk in2008, the safety problem has always been focused andthe impact has gradually extend to politic, economy and other aspects. Also because of this, Chinahas begun to regulate some laws to carry out a series of special rectification. Data say China dairyindustry has been greatly promoted after the year2008. Nevertheless,in the contrast, the scandalcontinue to emerge in internet such as Mengniu MOP scandal in2009. While the promotion ofChina dairy industry, why is the image still poor? That`s the problem this paper going to study.This article use “Mengniu Dairy” as the study object, sampling and analysis the report inSINA from the year2006to2007based on the framing theory. To analyze the root reason of thequestion from the perspectives of network media and public selection.