A Study On The Media Image Of “Square Dancing Dama”

In recent years, “Square dancing damas” frequently appear in the media. Nowadays, considerable controversy about “Square dancing dama” has become the spotlight of public opinion in Chinese society. My paper is aimed at making a study of the media image of “Square dancing dama” from the perspective of Journalism and communication.The author does the research on the the media image of “Square dancing dama” and the audience cognition of “Square dancing dama” through the media frame theory. The author devides the media image of “Square dancing dama” into two kinds: the media image presented in the traditional news and the media image presented in the network news. The author respectively analyses the two types of media image by the method of content analysis. The conclusion is that the media image of “Square dancing dama” is multivariate and comprehensive, but the proportion of negative image is higher. And there are many differences between the media image on the network and in the newspaper. By the data investigation and analysis, the cognitive situation of audience to “Square dancing dama” is that,as the main force of network, although the middle and young people contact media information widely, they have positive and dynamic impression towards “Square dancing dama”, and the negative impression of nuisance is a tiny percentage. They express understanding and reason to “Square dancing dama”. As to the negative news report, some of the interviewees agree, and some of the interviewees disagree. At last, the author analyzes the reason for the media image of “Square dancing dama” and the audience cognition. On the one hand, it is because of the specialized production and market-oriented objective of mass media. On the other hand, the more important thing is the collision of multiple social values. With the growing development of media literacy among middle and young people, the stereotype of “Square dancing dama” will be gradually improved.