Image Creation Of “Rich Second-generation” In Network Media Reports

The paper analyzes feature of the “rich second-generation” image and the motive of the creation of such an image. The study samples of the paper are chosen from the network media reports. The writer gathered all the relevant news from the year 2009 to the year 2014. Based on the theoretical framework, the paper did a quantization research using the content analysis method by selecting certain samples from the relevant news.Study result reveals that the relevant reports on “rich second-generation” largely use macro-principles and the headings share low relevance with the contents. Concerning the issue, there are few reports focus on the education and career of the “rich second-generation”. Meanwhile the reports on the celebrities, illegal activities and consumer market contain a wealth of negative information about the “rich second-generation”. And the “rich second-generation” turns out to be a synonym for aimlessness, outlaws and extravagance. These reports have a variety of sources. Among which, information from reporters and editors become the main source of nearly every issue. Meanwhile the amount those samples taking information from the relatives and friends of the “rich second-generation” as the main source haven’t reached 1/10 of all the samples. As for the elements of the report, they focus far more on the background and the comment rather than the incident itself. According to the statistics of the adjective words in the samples, the total amount of positive and neutral words is less than negative words. Concerning the occurrence rate, the top three words on the negative words list are extravagance, scandal and evil. The reports contain a lot of pictures. And they are good at using close-up, abstract symbol and caricature to express voice-over. The image of “rich second-generation” shaped by network media is of great relevance with the current social context and the mentality of network media as well as the public of the whole Chinese society.In order to revive the original image of “rich second-generation”, network media must control the tendency of trying to draw attention by using an exaggerate heading. The relevance between the heading and the context should be given enough attention. The issue of the reports shall be comprehensive. As for the sources of the reports, the information from the relatives and friends of the “rich second-generation” should share a better status over the other sources. The reports should focus more on the details of the incident and try to balance the usage of the descriptive words. A neutral and objective image of “rich second-generation” shall only be based on a news frame containing the above elements.