Study On Nanchang Volunteersmedia Image

After The Beijing Olympic Games and the Wenchuan earthquake, China’svolunteer service developed quickly. The year of2008was called ‘The first year ofthe volunteer’. The city of Nanchang has been involved in it. Especially aftertheseventh National City Games in2011, volunteers are increasingly actived inevery corner of the city.But Nanchang’s medium have some problems in volunteersimage makingsothat there is a certain gap between the media image of volunteersand realistic image. The media image can’t reflect the real image.This paper willtake a combination of qualitative and quantitative methods, including contentanalysis method, observation method and interview method of Nanchang volunteers.Then it will summary the difference between realistic image and media image andanalysis, draw conclusions.This study takes a Nanchang volunteer organization--Li Sanduo volunteerservice team for example in-depth observation, and other teams in Nanchang as well.It summarizes the realistic image of Nanchang volunteers. In addition, In this paperthe Nanchang evening news was studied as an example, it analyzes how the newsmedia image of Nanchang volunteers. It finds that the difference between mediaimage and the realistic image is about the concept, behavior, body and people. Thespirit of citizenship can not be highlighted in the media image, the system aticnessand diversity of volunteer serviceis too difficult to express in the image of the media,the media image of grassroots civil groups is too weak, the media image ofmiddle-aged people are ignored.The cause of this phenomenon mainly include: the right of access to the mediais in the hands of the government, in response to news operation principle in reality,volunteer organization is lack of credibility, the volunteer organization does not payattention to the external communication.To solve the above problems, relevant measures are put forward from the twoaspects of media and volunteer organizations.