The Research On Media Image Of Undergraduate's Entrepreneurs In The China Youth Dalily(2004—2014)

Since 1999, the policy of enlarging college enrollment leads the number of graduate s to increase and many of them were caught in the trap of finding no job. So the governm ent and the college encourage the graduates to start their own business as a good solution to the unemployment of undergraduates. The authority also reformed the policy in order t o make clear the way for entrepreneurship.Under the encouragement of the college and the government, more and more graduates joined the army of entrepreneurship and some outstanding ones began to attract the attention of the medias. College graduates' entrepreneurship became a hot social topic.This paper explores the media image of the college graduates entrepreneur in China Youth Daily. The sample is 667 reports in respect to college students' entrepreneurship from China Youth Daily during a period of tens years from 2004 to 2014. The method of this paper is literature analysis and content analysis. The paper asks a series of problems such as:(1) what is the feature of the graduate entrepreneur; (2) how many categories of the media images of the students; (3) what factors affect the coverage of the students' entrepreneurship.