From1979to2013:the Change Of Images About U.S. Ambassador In People’s Daily

This paper focuses on the news reports involving United States ambassador toChina on the People’s Daily from1979to2013. Basing on the frame theory and mediaimage theory, content analysis is used as the major research method to compare thenews on the aspect of quantity, length, perspective, theme, sources and genres. Theimage of U.S. ambassador to China is concuded by discourse analysis of the figurereporting.This research covers the past34years to study the changes of theambassadors image throughout history, revealing the characters and influence factorson shaping the media image.Comparing the political, economic, cultural background of the People’s Dailyreports, it is found that the news reports on the U.S. ambassador to China are closelyrelated to Sino-US relations and foreign policy and the orbit of evolvement has thecharacter of times.As time passed, although the narrative way of the People’s Daily news hastransformed from the political publishing to facts report with paying more attention tothe objectivity, the relatively single and blurred image of the ambassadors shaped bythe reports has changed little during the decades.In conclusion, the news reports have the features of single framework, positivepolitics view and the stereotyped statement, which have a close relationship with thetraditional thinking and single statement of the People’s Daily for serving the purposeof expressing political opinions.Meanwhile, from the perspective of culture, to explore"People’s Daily" and the other image constructed, through the other image of theconstant awareness and reflection, analysis the self ideology.